“GRIP” is an anime series that was produced by Toyota Motor Company and debuted in 2024. The television series is a cartoon/anime-style show that follows characters who self-drive their cars and battle or compete against robotic cars. The technique used to evoke an emotional response is narrative-based, getting viewers to identify with characters on the show and become progressively more invested in the protagonist.
The objectives of the ad campaign were to get the Toyota Motor Company cars and brand name in front of the campaign’s target market, the Gen-Z and younger crowd, to start building brand awareness. Ideally, this early brand exposure and association with the target market would create future customers who will purchase Toyota automobiles. Toyota found, through market research, that anime shows are overwhelmingly watched by the younger generation, the target market for the campaign, so they decided to produce and distribute their own show.
Toyota wants the younger generations to watch GRIP and to be entertained by it. And, in the future, when they’re ready to purchase their first cars, they’ll buy from Toyota. Toyota has long been known for the reliability and quality of its cars, so pairing that impression with an exciting TV series may drive customers to purchase its products.
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