Cannes Lions

TOYOTA RACTIS

HAKUHODO KETTLE, Tokyo / TOYOTA / 2012

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Overview

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Credits

Overview

Description

Let's share the Happiness of life. TOYOTA RACTIS is for families. These days in Japan, young families tend to raise their children close to friends and family. They go out together, or share what was bought, and are enjoying their lives. TOYOTA RACTIS is a compact car which has the biggest class of luggage space and is best suited for such families. To demonstrate this fact, we created an original stuffed character of the same size as a baggage compartment, and the world's biggest UFO catcher (crane game) that can catch it for families. It was 455 times the size of the usual size. By catching and putting the character into the luggage space, families could experience the size of TOYOTA RACTIS’s luggage space. We actually invited families to this event, and shot their natural reaction for the TVCM and Web movies.

Execution

Let's share the Happiness of life. TOYOTA RACTIS for families. These days in Japan, young families tend to raise theirchildren with close friend family. They go out together, or share what was bought, and are enjoying the life. TOYOTARACTIS is a compact car which has the biggest class of luggage space, and it is suitable for such families. To tell thisfact, we created the original stuffed character of the same size as a baggage compartment, and the world's biggestUFO chatcher(=crane game) that can catch it for families. It was 455 times the size of the usual size. By catching andputting the character into the luggage space, families could experience the size of Toyota Ractis’s luggage space. Weactually invited families to this event, and shot their natural expression for the TVCM and Web movies. We receivedmore than 6.5million dollars worth of free PR exposure, and web movie has already achieved 1500thousand views onYoutube. And the number is still growing. As a result, Toyota Ractis is the No.1 brand for families in the compact carcategory and were able to convey this message through this event. Sales raised 127.2% compared to the previousyear. 

Outcome

By creating a huge game in the centre of Tokyo, we were able to convey the charm of the Toyota Ractis for the family that does not usually go to the car dealer.As a result, Toyota Ractis is the No.1 brand for families in the compact car category and we were able to convey this message through this event. Sales increased by 127.2% compared to the previous year.

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