// The Brief
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.
// Solution
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
// Results
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
Credits
Client
- Toyota
Exsecutive Creative Director
- Shaun Dean Thomas
Animation & Production
Agency
- GMASCO
Creative Director
- Jan Stoop