Issue:
Since 2004, Toyota Motors has organized the global annual Dream Car Art Contest (DCAC), the largest open art contest in the world for children. Although Thailand is Toyota’s second largest non-Japanese market, DCAC had never had very high participation in Thailand.
Idea:
In 2009, Toyota Motors Thailand (TMT) commissioned dFusion to re-imagine Thailand’s DCAC enrolment and participation. We developed and executed both online campaigns and an extensive roadshows to generate interest and entries from Thai youth from all over the country.
Impact:
Currently running for five years, established as largest art contest in Thailand. In first year, over 10,000 entries: second highest in the world. By fourth year, over 50,000 entries: highest in the world. Thai entries consistently win more awards than any of the other 80 participating countries.
