Toyota AQUA: Aqua Social Fes!!

Advertiser: Toyota Marketing Japan
Brand: AQUA
Agency: Dentsu Tokyo
Country: Japan


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.2 The product launched its sales on December, 2011. We wanted to use this in an attempt to make cars popular among young people again.

Our specific objective was to make the AQUA (Prius C) the number one selling car in Japan. Initially, we set out target at 12,000 cars for the first month. Our target consumers were young people in their 20s and 30s. We wanted to let people know that the new AQUA was to be launched. We wanted to young people to like the AQUA.