Cannes Lions

TOYOTA BB

DENTSU, Tokyo / TOYOTA / 2006

Film
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Overview

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Credits

Overview

Description

On December 25, 2005, Japan's largest automaker Toyota was gearing up to sell a music player. This sensational news was broadcast to various media. Without divulging any information as to what type of product this would be, the campaign opened, spreading the word in various media about Toyota's "new music player". The media extensively covered this campaign, making everyone wonder, "Is Toyota really going to sell a music player?" Various rumours spread throughout Japan. At the release date, the true form of Toyota's music player—a new car equipped with a high quality sound system—was revealed to the public.

Execution

The campaign began with notice bulletin posters with metal "band" badges put up in Shibuya where music lovers gather. At 54 HMV music stores throughout Japan, sales staff wore the campaign T-shirt. A five-second teaser TV commercial was set on heavy rotation during the late evening hours. The official homepage counted down the release date to the second. Daily campaign updates were shown on the DJ "sound blog". Finally, the release date arrived. A press conference was held at a club in Tokyo.

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