2016 Winners & Shortlists

Creative Execution

The campaign was supported with an equally immersive rich media YouTube Masthead and active media bursts across Google Display Network on all popular websites. The formats used were static banners, text ads. Users were expected to take a personalized journey through the microsite storyline where they were placed central to the plot. The content was deliberately kept as readable, watchable and interactive. The sheer appeal of the campaign, across the multiple channels was what made it uniquely innovative. The fluidity across platforms and channels added to the dynamism, game-play and appeal among users.

By deploying a highly targeted media approach we were able to get 1546373 impressions on the website leading to 15,921 unique users to the website. On an average of 3 minutes 10 seconds spent on the website. Additionally, there was an extremely good response received on the social media channels as well, with people leaving very positive comments of their experience. In the end the objective of projecting Camry in its bold new avatar among the audience, was achieved.

Al-Futtaim Motors Toyota wanted to break through the rational connotation people have of the Camry and create a more emotional perception of it, while highlighting its bold new avatar. The idea was to communicate with them via an interactive microsite, in the language and on channels, devices they frequent. The campaign was designed to appeals to a younger audience who lead an active lifestyle and are digitally aware. The campaign was an extension of the TVC, online in the form of an interactive and immersive microsite. It was built to engage with the user while informing them about the features of the All New Bold Camry.