Toyota as a brand in the Middle East has always been known as one of the leading giants in automotive with its wide range of cars for every segment. Yet there was a perceived need for an ‘emotional connection’ with our audience: the Generation X and more specifically, the emerging Generation Y crowd. Our Challenge was to find an engaging channel to bond with them, and in the process, overcome any old perceptions of the brand by celebrating vibrancy and youthfulness.
We created engaging On-ground brand experiences that were digitally-linked and would incite social conversations under the theme “Make Some Noise with Toyota”. By integrating these with the brand through real-time social updates and on the spot sharing through smart usage of RFID technology, we were able to create a whole new dimension of interactivity where participants could share the fun in their social circle and be heard! The Make Some Noise Experience included: ‘The FJ Cruiser Noisometer’, Toyota Snaps,Toyota Greets, Toyota Beats,Toyota Tattoos , Toyota 86 “AR” Racing, Toyota Arcade and Toyota Treats
RFID Data – 1129 registrations booked in 11 hours Facebook Data – 856 likes on Facebook in one day – 432,000+ impressions created on that day – highest reached in Dec 2012 – 709 photos published on Facebook – 110 videos published on Facebook – 1749 posts published on Facebook Twitter data – 95 tweets – Impressions – 370,000+ created
I’m constantly on the hunt for interesting people and cool projects to dive into. We should definitely keep in touch and see where things go!