Dentsu Aegis Network & Toyota ride the next wave of Wakudoki
Riding on the buzz created with Jungle Wakudoki, Dentsu Aegis Network has launched Beach Wakudoki, the second installment of Toyota’s Wakudoki campaign. Running across eight Asia Pacific markets including India, Indonesia, Malaysia, Pakistan, Philippines, Singapore, Thailand, and Vietnam, Beach Wakudoki features members of World Order as lifeguards who take the Wakudoki tune and dance moves to the beach. The video, which went live late August, has already been viewed over 600,000 times on YouTube.
With an aim to cultivate a youth fan base for Toyota, the first installment of the campaign – Jungle Wakudoki – was launched last month and in a span of six weeks garnered more than 1.5 million views on YouTube. Jungle Wakudoki featured a Gorilla dancing alongside World Order in the video. Wakudoki is Toyota’s first digitally-led campaign and is running across multiple digital channels including social, web, and mobile.
The campaign was conceptualised by Dentsu Asia in collaboration with Dentsu Singapore, Dentsu Möbius and the global Dentsu Inc. team.
Commenting on the second phase of the campaign, Ted Lim, Regional Chief Creative Officer at Dentsu Aegis Network Southeast Asia said, “The public response to Jungle Wakudoki has been overwhelming, pushing over 1.5 million YouTube views in just a few weeks. TIME commented, ‘This Toyota Ad Is Utterly Insane – And Wonderful’ and deemed it, ‘The Most Delightful Two Minutes Of Your Day’. We are chuffed and hope Beach Wakudoki will be received just as warmly.”
The Wakudoki dance contest invites users to record a video of themselves dancing to the original music, and upload it. Users may access the contest via the campaign website or a mobile application available in both Android and iOS stores. In addition a tutorial, featuring motion-sensor technology, offers beginner dancers simple instructions to complete the dance. The most viewed video uploaded in each country will win a set of Beats by Dre earphones. The grand winner in each country will win a trip for two to Tokyo.
