2011 Winners & Shortlists

The Brief

1. Obtaining recognition of the new model ZELAS among the young generation. 2. Inciting and spreading topical interest in the ZELAS in time up to release. 3. Simultaneously creating the brand image of sporty, smart and stylish by envisioning a brand image conversion in the Middle East as a medium and long term goal by Toyota.

Describe how the promotion developed from concept to implementation

1. Inciting spontaneous interest among users in acting together. To avoid a situation in which individual users participate separately in the campaign (individual competit ion = spread and pooling of informat ion reduced), you have to first aim for a win for your team in order to win a Zelas. 2. Winner of Zelas is chosen from winning team among three competing teams. But there is a structure in which the chances of winning are higher for users with a high campaign (facebook appli) part icipat ion rate.

Describe the success of the promotion with both client and consumer including some quantifiable results

Campaign has started from 7 people who well-understand Zelas Brand, acquired a lot of users by word of mouth (friend's invitation). Finally, about 7,000 people resisted this campaign appli within only 40 days. This interactive campaign itself gets into the news and the article is taken up in about 20 Media. A lot of media and blogs quote this article, and the topic expands on the net.

Explain why the method of promotion was most relevant to the product or service

There are quite a lot of campaigns in the Middle East with cars as the prize, which makes such an approach simple and relatively easy to obtain interest. The conditions for obtaining the prize car are generally a framework featuring “fair drawing among people participating in the campaign.”