2015 Winners & Shortlists

TRIP DOWN THE MEMORY LANE

BrandCENTRAL TRADE & AUTO CO.
Product/ServiceAUTOMOTIVE
EntrantJ. WALTER THOMPSON JORDAN Amman, JORDAN
CategoryIntegrated Campaign Led By Promo & Activation
Entrant Company J. WALTER THOMPSON JORDAN Amman, JORDAN
Advertising Agency J. WALTER THOMPSON JORDAN Amman, JORDAN

The Brief

Creating a nostalgic campaign that triggers the emotional bond between the Corolla and the people of Jordan. The campaign launched a series of ads communicating the launch by serially featuring the different Corolla generations, a fun and nostalgic campaign that focuses on reaching the millennial generation while still appealing to the baby boomer audience. The primary message of the campaign, “always the best”, spans 3 decades, and focuses heavily on portraying each decade’s pop style. Bringing back its glory days

Describe how the promotion developed from concept to implementation

To take a trip down the memory lane, creating a nostalgic campaign that triggers the emotional bond between the Corolla and the people of Jordan. The ads were created from scratch with the same look, feel, and tone of voice for Corolla's golden age communication. When the all-new 2014 Corolla hit the market, significantly elevated from the previous generations, featuring a dynamic exterior styling and a greater sense of craftsmanship; we saw the light and realized that now with this modified expectedly desirable image, we can revive Corolla’s past glory days.

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

-By the end of the first week, 50% of Corolla’s in stock were sold. -By the end of the 3rd week, the Corolla was out of stock and the waiting list never stopped mounting up! -Retail footfall increased by 60% -80 phone calls, and inquiries came in daily during the campaign. -Engagement level on Toyota’s social media increased and people started posting pictures of their old Corolla’s -The Corolla booth activation had over 1,500 participants over the course of 30 days. -The number of total shared corolla generation photos that were fully branded by Toyota on Facebook were over 77,000

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

Jordanians are extremely proud and attached to their past. Almost every family in Jordan owned a Corolla at some point in time. If it’s not your car, it’s the first car that you ever drove by stealing your dad’s key or borrowed from the neighbor! It's a part of every Jordanian family tree and there is a reason behind being the chosen car across generations.

Credits

Name Company Role
Rula Al Khadra JWT Jordan Business Unit Director
Basel Jumaa JWT Jordan Creative Director
Dalia Al Borno JWT Jordan Account Manager
Sabal Fakhoury JWT Jordan Senior Copywriter
Rafiq Nasereddin JWT Jordan English Copy Writer
Christel Amiel JWT Jordan Jr. Art Director
Mohammad Ismail JWT Jordan Jr. Art Director
Sandra Sarkissian JWT Jordan Graphic Designer