Toyota AQUA: Aqua Social Fes!!

This case study describes a campaign by Toyota to promote its AQUA eco-friendly car model in Japan, using visible social action projects to enhance its environmental credentials and increase sales.

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,...

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