Toyota AQUA: Aqua Social Fes!!
Advertiser: Toyota Marketing JapanBrand: AQUAAgency: Dentsu TokyoCountry: Japan
Objectives
The car market was shrinking, and less people bought cars each year. In order to overcome this problem, we targeted young people. We wanted young people to like cars again. However, surveys showed that young people were losing interest in cars.1
The product we were marketing was Toyota's AQUA. In most foreign countries it is known as the Prius C, and is currently the most fuel-efficient car in the world.2The product launched its sales on December,...