Byravee Iyer
Sep 12, 2014

Toyota takes 'Wakudoki' to the beach

ASIA-PACIFIC - Intent on capturing the youth market, Toyota launched a second installment in its 'Wakudoki' campaign, which went live in late August and has more 600,000 views on YouTube.

Client: Toyota

Agency: Dentsu Aegis Network

Markets: India, Indonesia, Malaysia, Pakistan, Philippines, Singapore, Thailand, and Vietnam

Campaign scope: Wakudoki is Toyota’s first digitally led campaign and is running across multiple digital channels including social, web, and mobile.

Background: Quick on the heels of Jungle Wakudoki, which garnered more than 1.5 million views in six weeks, Toyota launched Beach Waudoki in an effort to capture a youth fan base for the automobile brand.

The Wakudoki Dance Contest invites users to record a video of themselves dancing to the original music, and upload it. 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

Press release quote: Ted Lim, Regional Chief Creative Officer at Dentsu Aegis Network Southeast Asia: "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."

Comments: We found both ads funny. However, Jungle Wakudoki has the edge, perhaps because it came out first.


Dentsu Aegis Network / Southeast Asia

Chief Creative Officer: Ted Lim
Digital Creative Director: Fredrik Englund
Digital Producer: Masaki Iwata
Strategic Planner: Nick Licence

Dentsu Singapore

Executive Creative Director: Ng Heok Seong
Associate Creative Director: Cheok Boon Keng
Creative Group Head: Khoo Meng Hau
Account director: Taira Kimura
Account manager: Toshi Otsuki, Shimpei Okamoto
Copywriter: Justin Kuruvilla
Strategic Planner: Sean Matthews

Dentsu Tokyo

Executive Creative Director: Norifumi Adachi
Creative Director: Yoichiro Abe
Account Executive: Asako Yamamoto
Producer: Tsuyoshi Kanekiyo

Production House

Director: Yoshinari Kamiya
Producer: Atsushi Kajiya


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