Toyota has been marketing really aggressively in Japan recently, not because of the challenge from the competitors but from the lack of interests in automobile and driving by the youth here. As a leading hybrid car manufacture brand, the campaign was to promote new Hybrid Harrier launched in December in Japan. The car has antinomy aspects, i.e. 4x4 wildness vs sophisticated styling, passionate drivability vs intelligent technology, powerful image vs hybrid eco friendly. The campaign communicates this antinomy from 2 aspects. There are “Side A” and “Side B” of the story. “Side A” launched as a teaser of the campaign. Here provided are the 2 spots back to back it would give you mysterious link between 2 perspective of the story. To compare two films, the brand site below* shows 2 spots side by side. We aimed to make driving cool.Result so far: A month after the launch, the number of order reached more than 20,000 cars, which initial monthly target was 2,500 cars. And good news is that the sales to 20 years olders’ are looking good. Please down load the .MOV file from below link. Stills are attached herein.http://firestorage.com/download/4fb99c4e0f3f63eca8f8a8e921df6434264af3b8 *This brand site also shows side by side of the 2 spots.(let me know if you need this file)http://cp.toyota.jp/hh/Credit: Client: Toyota Marketing Japan Corporation Product: Hybrid Harrier Title: “The story of H.H. Side A & Side B” Duration: 110 sec x 2 Creative Agency: TUGBOAT Creative Director: Yasumichi Oka Copy writer/Creative Director: Taku Tada Art Director: Seijo Kawaguchi Director: Kosai Sekine DOP: Ekkehart Pollack Producer: Kazuya Nemoto, Sunao Nonaka Production company: Tohokushinsha Film Corporation Other agency(s): Delphys Inc. Media: Japan National / TV, Print, Billboards, Web Launch date: December, 2013 (Teaser November)
Philosophy
As a leading hybrid car manufacture brand, the campaign was to promote new Hybrid Harrier launched in December in Japan. The car has antinomy aspects, i.e. 4x4 wildness vs sophisticated styling, passionate drivability vs intelligent technology, powerful image vs hybrid eco friendly. The campaign communicates this antinomy from 2 aspects. There are “Side A” and “Side B” of the story. “Side A” launched as a teaser of the campaign. Here provided are the 2 spots back to back it would give you mysterious link between 2 perspective of the story. To compare two films, the brand site below* shows 2 spots side by side. We aimed to make driving cool. Please down load the .MOV file from below link. Stills are attached herein.http://firestorage.com/download/4fb99c4e0f3f63eca8f8a8e921df6434264af3b8 *This brand site also shows side by side of the 2 spots.(let me know if you need this file)http://cp.toyota.jp/hh
Problem
Toyota has been marketing really aggressively in Japan recently, not because of the challenge from the competitors but from the lack of interests in automobile and driving by the youth here.
Result
Result so far: A month after the launch, the number of order reached more than 20,000 cars, which initial monthly target was 2,500 cars. And good news is that the sales to 20 years olders’ are looking good.