Cannes Lions

ZEONICTOYOTA CHAR'S CUSTOMIZED AURIS

DELPHYS, Tokyo / TOYOTA / 2014

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Overview

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Credits

Overview

Execution

This campaign fused the real and virtual to develop singular, combined content.

In the campaign, we collaborated with popular animation 'Mobile Suit Gundam' to create a story regarding the development of a car for 'CHAR', and involved the general public in the story.

In reality, the virtual company recruited participants of the campaign as its employees and collected development ideas from them. The progress of the campaign was serialized on Facebook as the back story of 'Mobile Suit Gundam'.

CHAR AURIS was finally completed as a customized car while attracting public attention, and its sales began.

Outcome

The enthusiasm of animation fans drew in many excited automobile fans, leading to a record high number of parts sold. The number of Auris vehicles sold also increased.

? The day after August 26, the day of launch, 'Char Auris' and 'ZEONICTOYOTA' ranked fourth and fifth, respectively, in the ranking of online search terms done in Japan.

?Strategic PR exposure: Approximately ¥1.2 billion

?Auris sales: 60% more than the initial target in terms of the number of models sold

?Resonation with young people: Approximately 80% of project participants in their 20s indicated a desire to purchase the car

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