The automobile industry is a key industry in Japan. Especially, Toyota is the world’s top-class automobile manufacturer. However, automobile ownership ratio of young people in Japan dropped 20% in the last 10 years. Their focus is on games, YouTube and anime, and they have no interest in cars. The goal was to make cars the partner of young people once again. Ad budget was smaller than competitors.

The promotion went on from January to March 2016. It was first announced in news releases and newspaper advertisements. Later, digital campaigns using SNS was implemented to further increase fans. As fans were publicizing their original illustrations and songs, promotion measures that utilize fan support were implemented, such as sharing the contributions to Twitter, etc.