Cannes Lions

AUTOMOBILE

KAYAC, Kanagawa / TOYOTA / 2011

Overview

Entries

Credits

Overview

Execution

"Puzzles that you can never solve on your own."To present the product in the most appealing manner, we createdpuzzles based on Vitz's product concepts and set up a bulletin boardfor communication between users.For puzzles that required users to visit Toyota's showroom, many usersturned up at showrooms. Another important feature of this campaign is its storyline.

Outcome

Total of 116,699 people participated during 5 days.1,159,744 pageviews.61,046 hours spent on the site. Over 1,000 people made it to (including Ustream) the secret event by solving the quiz.Over 5,000 discussions generated. Together with Keio University, we’ve conducted qualitative research, illustrating efficiency in product promotion and consumer behaviour transformation. - Vitz became a very special item through this campaign.- Vitz have made a tremendous impact and many became really sensitive to this brand even during their daily routine, which came as a complete surprise.- Through this campaign, self-esteem towards the Vitz car has greatly risen.

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