Toyota: Smile Lock Outlet [image]

Credits & Description:

Company Entering: Dentsu Inc., Tokyo
Entry Title: Smile Lock Outlet
Brand: Toyota I-Road
Brand: Open Road Project
Advertiser: Toyota
Agency: Dentsu Inc., Tokyo
Creative Director: Kazuhiro Shimura
Account Executive: Masayuki Umezawa/Shun Watanabe/Takahide Neki
Planner: Kohei Nagoya/Yamane Yukiya
Film Producer: Chisako Hasegawa/Tatsuya Murayama/Tatsuo Yamano/Eiki Nakamuta
System Planner: Tomoko Suzuki (Isid)/Michitaka Iida (Isid)
Writer: Ryoko Sugimoto (Dentsu Live Inc., Tokyo)
Special Effects Company: Omnibus Japan Inc., Tokyo
Photographer: Yuta Nishida
Graphic: Kazuhisa Ito
Web: Tomonori Tanami
Product Engineer: Shibata Tomoki (Jigowatts)
Product Designer: Yamagishi Hayato (Hyt-Design)
System Producer: Atsushi Nishikawa (Isid)
URL: http://openroad-project.com/en...
Cultural Context Explanation:
In Tokyo, Portable Electronic Devices Such As Computers And Smartphones Are An Essential Part Of Life. And, As Electric Vehicles Increase In Popularity, We Face Challenges For Infrastructure That Allows People To Charge These Devices Legally And Securely Around Town. Stealing Electricity Could Be Considered A Criminal Offense, And, In Tokyo, Theres Even A Word For It “Toden” Meaning Electricity Thief. Why Cant We Find A Place To Charge Our Devices Despite The Ubiquitous Number Of Outlets In Tokyo? Why Cant We Simply Plug In, Charge, And Move On? What Would Give More Freedom To More People? These Are The Questions We Had To Ask Ourselves Before We Were Led Down A Path To Explore Smile Lock Outlet To Contribute To A Society Where Anyone Can Use Electricity Wherever They Go.
Campaign Summary:
Today, People Depend On Electricity More Than Ever. Electricity Is Tantamount To Convenience And Comfort. However, When Were Away From Home, We Dont Always Have Access To A Power Source To Charge Our Devices. It Was Important To Solve This Charging Problem For The I-Road Ultra-Compact Electric Vehicle. This Will Be A Major Issue For The Future Of Electric Vehicles, And Solving This Problem Was Our Project.
The Strategy:
The Ultra-Compact I-Road Offers A Convenient Way To Get Around The City, But Because Of Its Size, Its Battery Offers A Limited Distance On Each Charge. We Wanted To Tackle This Problem For Its Users And Give Them More Freedom Of Mobility. So, Rather Than Looking Toward More Distance Per Charge, Our Strategy Was To Develop More Charging Stations That Allowed Electricity Sharing, And Not Only Large Stations For The I-Road. We Wanted To Make Electricity Sharing Available At Outlets Around Town That Would Offer More Freedom Of Movement In The City.
The Execution:
After A Six-Month Trial, Both Our Users And The Landowners Gave Us Positive Feedback. The Users Expressed Gratitude For A Way To Charge A Variety Of Electrical Appliances, Including Computers, Cell Phones, And The Likes. The Owners Extolled The Benefits Of A Secure Way To Share Electricity Without Having To Worry That People Were Stealing Power. In The Future, We Plan To Expand The Use Of The Smile Lock Outlet While Developing A Rate Based On Usage To Move The Project Into A Future Launch Phase. We See An Opportunity To Bring More Popularity To Electric Vehicles Through This Project While Offering Electricity To People Who Need It When Theyre Out.