Together with Kenshi Hirokane, the most popular ”Neo-Manga” artist, we developed an “unpredictable” storytelling campaign. We placed “Mark X Zio” website at the architectonic center of this campaign. The site included the key story visual and gradually unfolded the entire story by intrigue. As the story developed, some different versions of subsidiary stories were delivered, in the form of a serialized novel in newspapers, magazine cartoons, and radio stories that would allow a proactive and continuous involvement with targets. Moreover, to further engage many targets, the story was evolved into TV programs and published as a comic book.

The “unpredictable” cross-media campaign, driver of “relevancy”, navigated the targets to drive through the “unpredictable” media traffic and succeeded in recording the highest traffic, which was 145% increase compared to the past highest record in the history of Toyota website within 2 weeks of launch.Moreover, compared to people who didn’t know this campaign, 226% empathized, 212% intended to visit dealers, and 215% intended to purchase the product.

As a result, Mark X Zio’s sales were double initial sales target.