‘Do the Wakudoki’, says Toyota’s first digital only campaign
Toyota has embarked on its first completely digitally-led campaign, Wakudoki, across eight Asia Pacific markets including India, Indonesia, Malaysia, Pakistan, Philippines, Singapore, Thailand and Vietnam. The objective is to cultivate a youth fan base for the automobile major. Dentsu Aegis Network agencies have worked with Toyota on the campaign.
Featuring popular Japanese dance group World Order, the first phase of the campaign – a dance video titled Jungle Wakudoki – garnered over 200,000 views on YouTube within a few days of going live. The video also features a Gorilla dancing alongside World Order in the video.
Running across several digital channels, including social media, web browsers and mobile, the campaign aims to engage tech-savvy youth in the region. The target audience is encouraged to record their own versions of the Wakudoki 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.
The campaign was conceptualised by Dentsu Asia in collaboration with Dentsu Singapore, Dentsu Möbius and the global Dentsu Inc. team. It is in line with the global theme for Toyota – Wakudoki – the Japanese expression for ‘pumping with excitement.’
Commenting on the campaign, Ted Lim, Regional Chief Creative Officer at Dentsu Aegis Network Southeast Asia said, “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’.”
The campaign
The Wakudoki Dance Contest invites users to record a video of themselves dancing to the original music and uploading 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.
