Matthew Miller
Jul 21, 2014

Toyota launches dance campaign to get young hearts thumping

ASIA-PACIFIC - Trying to heighten its appeal among younger buyers, Toyota today attempts to ignite an Asia-wide dance sensation with a digital-first campaign and video contest based on a Japanese term that means 'pumping with excitement': Wakudoki.

The campaign by Dentsu Aegis Network debuts in eight Asia-Pacific markets—India, Indonesia, Malaysia, Pakistan, Philippines, Singapore, Thailand, and Vietnam—in order to "cultivate a youth fan base for Toyota", according to a press statement.

The video leading the festivities features an apparently popular Japanese dance group called World Order dancing alongside a gorilla in a jungle setting to an exceedingly repetitive song (not that there's anything wrong with that).

The brand hopes young people will join a contest to record their own versions of the dance, which demands mainly that one make a heart-pounding gesture while leaning from side to side. Prizes for the maker of the most viewed consumer-generated video in each country will include Beats headphones and a trip for two to Tokyo. 

Dentsu Asia, Dentsu Singapore, Dentsu Möbius and the global Dentsu Inc. team all collaborated on the campaign, which includes a website and social media as well as PC and mobile advertising.

“The millennial generation is constantly connected and spends more time online than ever before," said Ted Lim, regional chief creative officer at Dentsu Aegis Network Southeast Asia, in a press statement. "The Dentsu team wanted to engage them and provide a platform for them to express themselves."

 

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