Saturday, June 23, 2012

Campaign Watch: Toyota India goes ‘Waku-Doki’ with Etios Liva and Virat Kohli


Toyota has a new brand communication - ‘Waku Doki’, a new brand ambassador - Virat Kohli (the go-to cricketer in current times for an obvious youth connect) and a new TV commercial. Since the launch of Liva last year, Gen Y has become the core target for Toyota’s communication and it is being carried forward with this campaign that rides on the Liva again.

If you haven’t heard already, Waku-Doki is Japanese for ‘adrenaline rush’ or excitement but the television commercial and web executions, unfortunately, are so flat that they hardly sync with the communication.

The design elements on digital are a mix of Virat Kohli caricatures and watercolor effect imagery representing adventure sports.

Toyota ran a teaser campaign on Social Media about 6 days before the communication launch, asking users what they thought Waku-Doki meant. Facebook & Twitter posts were used effectively and a Youtube animated video was also created.

Post launch the Promo Website hosts the TVC video and a contest where users need to submit their ‘Waku-Doki Moments’ in copy, image or video formats. 

I am not sure if there is more to come, but in its current avatar the promo website is very basic. The fonts, the layout, the copy are all simplistic. Also the website doesn’t immediately tell you what Waku-Doki is… but expects users to share stories.

I don’t think this is an execution that will connect with the youth that Toyota hopes to target for Liva. What do you think? Does the website work for you?

Check it out at : Toyotawakudoki.in/
Toyota India’s Brand Page on Facebook: Facebook.com/ToyotaIndia

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