Toyota: ECO DIY AND ECO TOWN

Credits & Description:

Advertiser: TOYOTA MOTOR THAILAND
Agency: DENTSU MEDIA THAILAND
Category: Corporate Image & Information
Advertising campaign: ECO DIY AND ECO TOWN
Senior Managing Director (Board Member): Nopawan Kiettipirodom (Dentsu Media (Thailand))
Digital Senior Planner: Tachakul Kultanan (Media Palette (Thailand))
Assistant Media Buying Manager: Nattapong Peanprasong (Media Palette (Thailand))
Senior Managing Director: Teeraphan Totachawattana (Dentsu (Thailand) )
Assistant Media Buying Manager: Warunee Janepitak (Media Palette (Thailand))
Senior Account Director: Kamornwan Sookaratana (Dentsu (Thailand) )
Executive Director: Nattha Boonprakarn (Dentsu (Thailand) )
Executive Creative Director: Passakorn Vannaprucks (Dentsu (Thailand))
Assistant Executive Creative Director: Pisut Wongphan (Dentsu (Thailand))
Associate Planning Director: Sumana Likhanapaisan (Media Palette (Thailand))
Account Supervisor: Urasa Peachavanish (Dentsu (Thailand))
Chief Executive Officer: Mitsuyuki Nakamura (Dentsu Media (Thailand))
Media Planning Manager: Tipasak Dhewinphongwate (Media Palette (Thailand))

Execution
ECO DIY focuses on making their unwanted rubbish into new treasure by slightly changing their point of view considering environment. We design a media execution to provide opportunities and places for the target to experience 'ECO DIY':1) Magazine advertisement which announces ECO DIY contest, while its page can be split off from magazines and played as 'origami' (Japanese paper craft). People can understand things after its primary role can be revived as useful things by adding their hands.2) ECO DIY contest is about submitting consumers' works using their rubbish. Works can be voted through website and SNS by Thailand.3) Winning entries were showcased as a part of TOYOTA ECO TOWN which decorates one of the biggest night market malls in Thailand during holiday seasons. Visitors there can actually see consumers’ involvement and take photos and uploaded on SNS which resulted in more diffusion of activity in Thailand.

Effectiveness
Through these activities, we got Thailand more involved in eco issues and let Thailand understand how lending a helping hand can lead to a greater good. Detailed results are following. 471 DIY works were submitted to the contest within a month.Top 3 works got more than 6,000 votes respectively.More than 33,000 visitors to the ECO Town.Over 500 photographs were taken & posted online.1m views and 150,000 engagements on Facebook.

Strategy
Thailand is becoming more environmentally conscious as other countries, since most of major companies have done a number of campaigns dedicated to raising public awareness to environmental issues. However, the actual involvement from the public is relatively low because they don’t know where to start, what to do to be good for environment.Likewise, TOYOTA Motor Thailand (TMT) has been addressing environment issues under the concept of TOYOTA ECO NETWORK, which focuses on environmental preservation and sustainability creation throughout their business, from suppliers to the end-users of their products. Therefore, it is quite important for TMT to involve people more into environmental activities and make environmental activity internalized in consumers’ minds.We picked the most relevant and easiest activity for target to get started, 'REDUCE WASTE' from ECO NETWORK, and interpreted it as 'ECO DIY', meaning people take actions related to environment by their own hands.