2013 Winners & Shortlists

The Campaign

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. Rather than indulging in passive forms of communication, we decided that we could activate the power of the Toyota brand at a place where our core target gathered socially. So instead of asking them to come to us, we decided to take the delightful aspects of the Toyota brand experience to them. Our strategy was to establish ourselves as headline sponsor of the Sandance Beach events; a series of popular music festivals attracting a youthful demographic that we wanted to engage with through our innovative on-ground activations. This was the perfect setting in a country that was increasingly growing in acceptance to youthful music festivals.

Results

OBJECTIVE: Toyota wanted to make an ‘emotional connection’ with Generation X and more specifically, the emerging Generation Y crowd & overcome any old perceptions of the brand by celebrating vibrancy and youthfulness. IDEA: We decided to activate the power of the Toyota brand by being the headline sponsor of the Sandance Beach events; a series of popular music festivals attracting our youthful demographic. It presented a perfect opportunity for us to interact with our audience through uniquely innovative on-ground activations that were digitally-linked via RFID technology and would incite social conversations under the theme “Make Some Noise with Toyota”. EXECUTION: Engaging Digital Experiences: • ‘The FJ Cruiser Noisometer’ – It invited groups of friends to sit in the FJ Cruiser and unleash their screams & test their volume to top the decibel leaderboard! • Toyota Snaps – Built on the popularity of photo uploads, this photo booth activation enabled instant snaps with friends & family. • Toyota Greets – Mindful of on-event mobile network problems, this innovative video booth enabled the audience to record personal NYE greetings that could be instantly shared online. • Toyota Beats – Based on an arcade dance game, this encouraged audience interaction and instant photo uploads on a social platform. • Toyota Tattoos – It enabled the image conscious to have personalized designs by a team of experienced body paint artists. • Toyota 86 “AR” Racing – An AR gaming experience provided guests the opportunity to test their driving skills and share within their social circle. • Toyota Arcade – An engaging skill-based giveaway mechanism that challenged festival goers to win exclusive branded gifts and share their success online. • Toyota Treats – A dedicated welcome point encouraged registration with the incentive of branded merchandise & the chance to win a Toyota 86!

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 • 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