How to 'Do the Wakudoki' in Dentsu Aegis Campaign for Toyota

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 video also features a Gorilla dancing alongside World Order in the video.

Running across several digital channels, including social media, web browsers, and mobile, the campaign aims to engage tech-savvy youth in the region. The target audience are encouraged  to record their own versions of the Wakudoki dance. 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.

The campaign was conceptualised by Dentsu Asia in collaboration with Dentsu Singapore, Dentsu Möbius and the global Dentsu Inc. team. It is in line with the global theme for Toyota – Wakudoki – the Japanese expression for ‘pumping with excitement.’

Commenting on the campaign, Ted Lim, Regional Chief Creative Officer at Dentsu Aegis Network Southeast Asia said, “The millennial generation is constantly connected and spends more time online than ever before. The Dentsu team wanted to engage them and provide a platform for them to express themselves.  We are proud to support Toyota in this campaign and the response received thus far is indeed ‘Wakudoki’.”

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 or a mobile application available in both Android and iOS stores. In addition a tutorial, featuring motion-sensor technology, offers beginner dancers simple instructions to complete the dance. 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.