2015 Winners & Shortlists

Creative Execution

The Social Yaris experiment attracted 15,427 new fans on Toyota UAE’s Facebook Page (with a 2.12% Facebook CTR). There were 2.4 million impressions across Facebook and Twitter. 13,202 interactions recorded across all social media channels (likes/shares/posts in total). But the best result? 2,272 test-drives requested, proving that our social conversation had clearly gathered momentum!

We gave the Yaris its very own social media handle making it a big star. To make it truly interactive, when people sat in the car, a ‘voice’ (through the attached audio speakers), would talk to them. Attached cameras would instantly click a photo of their surprised reaction, while uploading their snap and tweet on to the Yaris’s twitter handle. To passers by, the sensors would even sound off a tweet, sparking instant curiosity and conversation. A backend support system monitored the automated tweets and images with the option to even override automated tweets and write customized copy.

Our challenge was to change the perception of the Yaris amongst our young target audience from being seen as the ‘basic’ entry level Toyota to the coolest ‘talk of the town’, with its all-new stylish look. We needed to ignite a social conversation with our target audience, one that would connect with them emotionally and personally. So we did exactly that – we got the Yaris to ‘talk’ with our prospects directly. We also took it outside the showroom and placed it into the popular hangouts frequented by our target: universities and malls. We introduced the @Social Yaris, a car with such a big and bold personality, it demanded its own Twitter page!