Dentsu Aegis Network has launched Toyota’s first completely digitally-led campaign, ‘Wakudoki’, across eight Asia-Pacific markets – India, Indonesia, Malaysia, Pakistan, Philippines,Singapore, Thailand, and Vietnam to cultivate a youth fan base for Toyota. Featuring popular Japanese dance group World Order, the first installment of the campaign – a dance video titled “Jungle Wakudoki” – garnered over 200,000 views on YouTube within a few days of going live.
The bizarre, yet, amusing commercial starts with about a half-dozen suits pulling over in the jungle so the CEO can relieve himself. Unfortunately, however, he appears to urinate on or near a fearsome gorilla. The ape quickly forgets his anger, though, when he hears the beat of the Toyota men’s music, at which point he joins them in a choreographed dance routine about ‘Wakudoki’.The Japanese men and their new gorilla friend are also joined in the dance by a tribe of jungle people.
The Wakudoki Dance Contest invites users to record a video of themselves dancing to the original music, and upload it. Users may access the contest via the campaign website , which is beautifully made, or a mobile application available in both Android and iOS stores. 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.
According to the car maker, “waku-waku” is when your heart pumps with joy, and “doki-doki” is the sound of your beating heart. Wakudoki, then, is the sound of your heart beating with happiness. This is the ‘adrenaline rush’ one gets whilst driving a Toyota, is the main brand connect.
The music video is like the next level ‘Gangnam Style’ with an extremely catchy tune and a music video that’s bizarrely hilarious. It comes with little surprise that the video has gone viral all across the world. It’s almost impossible to not love it. The video has been made with youthful taste and the ‘do the wakudoki’ dance step is a great addition that is bound to stick in everyone’s mind.
After Toyota’s failed attempt at the Wakudoki campaign in India with Virat Kohli, this seems to be headed in the right direction.