Toyota is eying to engage young drivers with its latest campaign, Wakudoki, across eight Asia-Pacific markets such as India, Indonesia, Malaysia, Pakistan, Philippines, Singapore, Thailand, and Vietnam. The new effort, which is the first-ever completely digitally-led campaign of the brand, features popular Japanese dance group World Order who are supposed to build better awareness of the brand among the younger generation.
As part of the effort developed by Dentsu Asia in collaboration with Dentsu Singapore, Dentsu Möbius and the global Dentsu Inc. team., they starred in a viral spot titled Jungle Wakudoki (“pumping with excitement” in Japanese) that encompasses some synchronic heart-beating moves. Youngsters are encouraged to recreate the dance and send the videos for a chance to win a set of Beats by Dre earphones.
In each market, the brand will determine a grand winner who will get a trip for two to Tokyo. The competition is open to users in the mentioned markets. They can access the competition through the website or a special app for iOS or Android. For the beginner dancers, the brand provides a special tutorial that features motion-sensor technology.
“The millennial generation is constantly connected and spends more time online than ever before. The Dentsu team wanted to engage them and provide a platform for them to express themselves. We are proud to support Toyota in this campaign and the response received thus far is indeed ‘Wakudoki’,” commented Ted Lim, Regional Chief Creative Officer at Dentsu Aegis Network Southeast Asia.