2016 Winners & Shortlists

Brief Explanation

Taking Arabian Fairytales places by replacing the transportation method of the heroes with Toyota models. The fresh way to communicate cars using popular Ramadan figures in a new approach was the unique point of the campaign. The channel and timing used created a buzz, the 90's cartoons execution triggered nostalgia, and the content made it relevant. People loved it, hated it and talked about it throughout the month.

The Campaign

The campaign was to communicate the Toyota Ramadan offers in a way to stand out and not be considered as interruptions. As Ramadan is the season for hot offers and TV commercials which are considered as interruptions to favorite shows. Introducing: Taking Arabian fairytales places : a mini series aired during the 90 minutes comedy segment on local TV, whose subjects are famous Arabian fairytale figures with one thing in common; a vehicle. The campaign was executed in a way that Jordanians know these stories from and feel nostalgic about; the 90’s cartoons. So basically, our series took those stories … and just continued from where they left off. The miniseries was followed by print, outdoor, online and distributed as storybooks in hot-spots.

Creative Execution

The campaign was executed in a way that Jordanians know these stories from and feel nostalgic about; the 90’s cartoons. So basically, the campaign took those stories … and just continued from where they left off. The campaign rolled out on different channels: the miniseries was aired during the 90 minutes comedy; with the highest viewership on local TV. The miniseries was followed by print, outdoor, online and distributed as storybooks in hot-spots.

Everybody lived happily ever after. 1- Aladdin and the magic Corolla; was the most viewed content in Ramadan, compared to other Jordanian TV shows. 2- 4M+ impressions 3- Based on people’s demands, we even created two new scenarios. Shahrazad and Antara 4- Sales hit a new record with 300% growth during the one-month campaign. 5- Two models went out of stock : Corolla and Yaris