Toyota Tsusho ID Systems GmbH

Services Supplied

• Strategic planning for product launch.
• All creative; concept-to-print ready artwork for direct mail, brochure and website.
• Photography and art direction.
• Sourcing and commissioning of artists.
• Creative copywriting.
• Print management and fulfilment.
• Event planning, location sourcing and project management.

Project outcomes

• Maximisation of a £60k budget to deliver a campaign and collateral worthy of twice the company spend.
• Instant recall and brand awareness for the ‘new kid on the block’.
• Overwhelming take-up on invitation resulting in additional spaces being made available for launch.
• Unique and ownable brand differentiation.

The broader picture

Toyota Tsusho ID Systems are part of the mighty Toyota group, but although well-known abroad, had little awareness in the UK. A problem since they intended to launch the Denso BHT-700, a new product, UK-wide in just a few months.

TTID Systems partnered with Avery Dennison the leading company in the UK labelling market, to distribute the new barcoding system. Bonfire won a two-way pitch to create a campaign for the BHT-700 that would not only raise awareness of the TTID Systems brand but also design, stage and manage a product launch that would excite and inspire a select group of potential customers to buy into the system.

We quickly realised that the key to success was to create differentiation with the competition in a uniquely identifiable and ownable way. We linked the idea of Japan as a nation epitomised by innovation, culture, tradition and service to TTID and their own pursuit of perfection in all things, as a reason to look closer. Subtle Japanese styling was created and married with thoughtful copywriting and compelling imagery and then implemented across all collateral including a microsite and advertising.

In order to intrigue, excite and entice prospective customers to the launch, a bespoke piece of DM was created comprising a box containing a hand-painted Japanese rice bowl, chopsticks and etiquette booklet along with an invitation to London's best known Japanese restaurant, Nobu.

We delivered a truly memorable and enjoyable immersive Japanese experience that the guests will never forget. They were attended to by Geisha girls, entertained by Japanese musicians and artists, not to mention tasting some of the best sushi and saki this side of Tokyo.