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Universal Street Games

Campaign Edge was commissioned  by ADK Tokyo to develop a captivating worldwide brand campaign for Toyota – the ‘Universal Street Games’. This competition was tailored to engage a younger demographic, calling for talents across street sports, dance, and music. 

Entrants were invited to showcase their skills through video submissions on a purpose-built campaign site, where winners would be decided via public voting. We crafted an encompassing strategy to ensure an engaging, appealing competition that resonated with a youthful audience.

The planning phase involved conceptualizing a comprehensive competition framework that was both appealing and easy to understand and participate in. Ensuring a user-centric design was paramount, resulting in an intuitive user experience that simplified the process of video submission, public voting, and the showcasing of entries.

The design and development phase involved building robust, user-friendly website and mobile applications (iOS and Android). These platforms served as the core of the competition, facilitating seamless submission and voting processes. In alignment with our commitment to inclusivity and to ensure a global reach, the campaign was executed in five languages, ensuring broad appeal and accessibility.

On the digital front, we navigated the dynamic landscape of social media, particularly Facebook, to maximize visibility and engagement. This required proactive monitoring, content management, and user engagement, fostering an active digital community around the competition.

Ensuring legal compliance was an integral part of our mandate. We navigated intricate music copyright laws and worldwide competition regulations, guaranteeing legal integrity throughout the campaign.



We developed an integrated TV and digital campaign resulting in –



Shares, likes and comments



Unique visitors to the website


Performer entries



Individual votes

Executed in 5 languages



Live viewers for the competition final

The campaign underscores Campaign Edge’s competency in ideating, designing, managing, and executing a comprehensive global competition.

Our team demonstrated expertise in stimulating public engagement, creating broad public awareness, facilitating public voting, incorporating comprehensive digital solutions, adhering to competition laws and terms & conditions, and managing an expansive database.

By overcoming unique challenges, we were able to deliver remarkable results aligned with the campaign’s objectives.

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