AWARDS :

SILVER

SUB CATEGORY :

DIRECT AMBIENT: LARGE SCALE

COMPANY ENTERING :

DENTSU INC., TOKYO

ENTRY TITLE :

OPEN ROAD PROJECT

BRAND :

I-ROAD

ADVERTISER :

TOYOTA MOTOR CORPORATION

AGENCY :

DENTSU INC., TOKYO

CREATIVE DIRECTOR :

KAZUHIRO SHIMURA

AGENCY DESIGNER :

YUSUKE IMAI

COMMUNICATION DESIGNER :

YOJI SAKAMOTO

ACCOUNT DIRECTOR :

HIDEYUKI HIRAI

ACCOUNT MANAGER :

WATARU INOUE

ACCOUNT EXECUTIVE :

MASAYUKI UMEZAWA/WATARU SHIOTANI

STRATEGIC PLANNER :

MINORU KIKUCHI/RUI EGASHIRA/KANA KOBAYASHI/RYUMA OKUDA/
YUKARI WATANABE

BUSINESS PLANNER :

JUNICHIRO KUBOTA/KOTARO SASAMOTO/TETSUJI NOSE/
YUKIYA YAMANE/KENICHIRO DOHI

FILM PRODUCTION COMPANY :

DENTSU TEC INC., TOKYO

DIRECTOR :

TOMOYUKI KATO

PRODUCER 2 :

TATSUYA MURAYAMA/SYUHEI SAKAMOTO/CHISAKO HASEGAWA/
TATSUO YAMANO/EIKI NAKAMUTA

SPECIAL EFFECTS COMPANY :

INFORMATION SERVICES INTERNATIONAL-DENTSU, LTD, TOKYO

SYSTEM PRODUCER :

ATSUSHI NISIKAWA

SYSTEM PLANNER :

TOMOKO SUZUKI/MICHITAKA IIDA

SUPERVISOR :

HIDEMASA TAKAHASHI

THE BRIEF :

EVERY DAY, TOKYO RESIDENTS FACE LIMITED PARKING AND EVER-INCREASING PARKING FEES, WHICH HAVE DISENCHANTED URBAN DRIVERS. SO, TOYOTA DEVELOPED A NEW LEVEL OF MOBILITY,
THE ULTRA-COMPACT EV, I-ROAD. WE USED THE I-ROAD AS AN OPPORTUNITY TO BRING FREEDOM BACK TO URBAN DRIVERS.

THE STRATEGY :

WE WANTED TO SHOW TOKYO NEW PARKING POSSIBILITIES. THE I-ROAD HAS MAINTAINED A FUN IMAGE, BUT ITS BENEFITS AS A COMPACT VEHICLE ABLE TO PARK IN CRAMPED SPACES HAD YET TO BE COMMUNICATED.
OUR TARGET GROUP’S AVERSE REACTION TO ADVERTISING DROVE US TO THINK DIFFERENTLY ABOUT HOW WE WOULD ENGAGE THEM. SO, WE BUILT AN EXPERIENCE AROUND THE BRAND, WHICH WAS CRUCIAL
TO DEMONSTRATE THE I-ROAD’S URBAN POSSIBILITIES. WE DIDN’T MAKE AN AD. WE MADE A SERVICE THAT SPOKE FOR THE BRAND TO THE PEOPLE WE WANTED TO ENGAGE.

THE EXECUTION :

WE SET OUR SIGHTS ON THE MANY UNDERUTILIZED SPACES BETWEEN BUILDINGS AND AROUND SHOPS IN TOKYO. THESE SPACES WOULD BE TRANSFORMED INTO PARKING FOR THE I-ROAD AND WOULD FORM A NETWORK PARKING SERVICE THROUGHOUT THE CITY. INTERESTED TOKYO RESIDENTS COULD APPLY TO BECOME TEST PILOTS ON THE PROJECT WEBSITE, AND IF THEY QUALIFIED THEY WOULD USE THE I-ROAD AND THE PARKING SERVICE. THE MORE THEY USED THE SERVICE THE MORE NEW POTENTIAL PARKING PLACES WE COULD SHARE WITH THE PUBLIC.

THE RESULT :

THE MORE TEST PILOTS DROVE THE MORE POTENTIAL PARKING SITES WE DISCOVERED AND POPULATED THE CITY WITH I-ROADS. WHILE USING THE NEW PARKING SERVICE, THE PILOTS’ DRIVING DISTANCES INCREASED TENFOLD. AND WITH THEIR ASSISTANCE, WE WERE ABLE TO DISCOVER MORE THAN 1,500 POTENTIAL PARKING SPOTS. MANY AROUND THE WORLD COULD RELATE TO THE STRESSES FROM CITY PARKING, AND ACCUMULATED MORE THAN 5.7 MILLION YOUTUBE VIEWS.