TOKYO MOTOR SHOW 2019

Attendance at the Tokyo Motor Show had been in decline for years,partially due to a failure to reflect trends such as the car industry’s shift towards providing mobility as a service (MaaS). We decided to overhaul the event by making it more open and expansive. We added three venues—connected with the first outdoor area in the event’s history—and offered attractions that appealed to young and old, men and women alike. We then created a logo symbolizing humanity and the outdoors and a visual motif depicting a vibrant future where mobility has permeated every aspect of our lives. We used the two visual assets in all our communication, dividing the motif into target-specific images as necessary for use in a variety of ads, as well as for homepage and TV ad takeovers. The assets were also incorporated in the event area itself to create a theme park-like visual cohesion. Attendance jumped from 770,000 to 1.3 million, including a threefold increase in children. By taking mobility outside of the car and expanding it to a variety of areas and interests, we were able to create a more dynamic display of mobility’s future that attracted a much wider audience.

モビリティ業界の“Maas”を中心とした領域拡張の一方、東京モータショーは、従来的なクルマ好きの男性向けのクルマ展示としての開催を続けた結果、来場者数はピーク時の1/3にまで減少していた。そこで、東京モーターショー2019では、会場を1つから4つに増やし屋外エリアで繋ぎ、オープンなテーマパークとしてオーバーホール。屋外でのフェス感を象徴するロゴを中心に、様々な生活者にとってのモビリティがつくる未来を描くビジュアルを制作。ポスター、雑誌広告、動画広告にして展開。さらに企業横断でのWebサイト・TVCM ジャックも実施。結果、前回の来場者77 万人から130 万人にV 字回復。子供の来場者は200％増。モビリティを「クルマ」という狭い概念から解放し、様々な分野や趣味に拡張。より多様な来場者を引きつけることに成功した。

Client: Japan Automobile Manufacturers Association, Inc. (JAMA)
Creative Director: Yoshinaka Ono
Art Director: Yoshinaka Ono
Copy Writer: Ryo Kuribayashi, Kohji Hirayama
Communication Planner: Ryo Kuribayashi, Aya Naga
Crative Producer: Chiyo Hisano
Designer: Ai Onodera, Yusuke Takahashi
Illustrator: Aleksandar Savic
Coordinator: Motoo Hahn
Senior Business Producer: Reiko Goto
Business Producer: Hiroyuki Sato, Akira Oishi
Event Producer: Yuma Takenaka, Kenji Ozaki

Firm Producer: Takaharu Hatori
Production Maneger: Asako Watanabe
Firm Director: Mizuhiro
Animator: Mizuhiro
Music Producer: Keisuke Tominaga
Mixer: Takuji Kobayashi
Photographer: Hiromitsu

Retoucher: Akira Takeuchi
Photo Producer: Hayato Satomi
Copy Writer: Zal Sethna
Editor: Miki Iimura

YOSHINAKA ONO