2014 Winners & Shortlists

FUNGINEERED

BrandTOYOTA
Product/ServiceRAV4
EntrantDRIVE DENTSU Dubai, UNITED ARAB EMIRATES
Entrant Company DRIVE DENTSU Dubai, UNITED ARAB EMIRATES
Advertising Agency DRIVE DENTSU Dubai, UNITED ARAB EMIRATES

The Campaign

Launch the all new RAV4 to 28-34 year olds in the Middle East who were caught in the dilemma between choosing to settle down or extend their youth whilst still retaining the brands reputation for quality engineering Since its inception in the mid-90’s the RAV4 has been the vehicle in Toyota’s lineup that has stood for fun and adventure. As the car and competition has evolved over the years the cross-over category has become more demanding and practical focused. Toyota wanted to inject some fun back into the category by targeting a more youth and less settled target market than the families currently purchase this type of vehicle.

Success of the Campaign

23% lower cost per participant compared to ALJ’s local online campaign 2 mins 30 secs average time a visitor spent on fungineered.com 24,438 unique visitors to fungineered.com 12,192 fungineered photo ‘Likes’ generated 300+ photos submitted 200+ photos fungineered 5000+ Facebook fans gained

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

All elements of the campaign centre around the creative skills and fun personalities of our two quirky Toyota engineers. 4 x TVC’s and print feature our quirky Japanese duo putting the final touches to a RAV4 in their own unique creative style. The social media competition execution required people to send in their photos to our website where our team of real Fungineers would add their own creative spin to them (done in real-time; a first for the region) before the images were posted back to them online for them to share. Users who gained the most ‘Likes’ for their image won a fab RAV4 fungineered prize.

Credits

Name Company Role
Michel Zouein Drive Dentsu Creative Director
Philip Ramage Drive Dentsu Snr Art Director/Copywriter
David Johnson Drive Dentsu Snr Art Director/Copywriter
Philip Adrien Drive Dentsu Digital Manager
Jakub Rafaj Fuerte International
Ondrej Rafaj Fuerte International
Marcela Bohorquez Fuerte International
Shariff Moossun Fuerte International