|Product/Service||TOYOTA AFTER SALES|
|Entrant||STARCOM Jeddah, SAUDI ARABIA|
|Type of Entry||Channels |
|Category||Use of Digital Platforms|
STARCOM Jeddah, SAUDI ARABIA
STARCOM Jeddah, SAUDI ARABIA
what if spare parts could have talked and informed the drivers how important are they to the safety of the drivers and their families? We wanted to express that cars would last longer if they are installed properly
Starting from the big idea of spare parts telling their stories coupled with the insights of talking to relatively younger population about a Japanese brand, we thought of a 3D animated series. The series will have the drivers and the cars tell their stories in a fun yet educational way that would help in increasing the general awareness of genuine parts and services. The drivers will have very local yet unique names and show special connection to their cars starting from giving their cars nicknames and ending with dreaming about them while sleeping.
We knew for a fact that Saudi Arabia has the highest YouTube watch time per capita in the world. This media channel which matches our objective of reaching the highest number of audience members, the idea to be an animated series, providing convenience by being in every mobile phone to be watched in your convenient time, allows immediate interaction with the audience. It also supports measuring the ROI - tracking success was the reason for choosing it. The Company’s strategic direction was to go digital and the management was not sure if they approve more budget. Hence, we have utilized the same allocated budget for brand completely on this digital content bringing in more effectiveness.
? The series triggered 51M YouTube views and an average view duration of 1 minute
? The series encouraged 202,500 new subscriptions to the YouTube channel,
? 47% of the watch time was organic, mostly composed of traffic coming from other episodes of the same series videos suggested by YouTube (21%) (1), or coming from users who activated a subscription feed (17%) (1) to watch more.
? The general likability of the campaign was 93%(2) and 94%(2) of the audience indicated that the series had successfully changed their perception of dealership service.
? Finally, the appointment rate had increased by 49%(3) for the period Jan-Aug 2017 compared to Jan-Aug 2016.
ALJ Toyota after sales campaign is a perfect example on how media is used through a mix of real life insights and brand perception. The animated series promoted on Digital Video alone drove a significant increase in business results while it tremendously engaged audiences. people highly interacted with this series of short films and asked for the production of more episodes. Organic views reached around 47% which is much higher from industry benchmark.
Insights, Strategy and the Idea
Saudi car owners believe that they are overpaying for maintaining their cars in the dealership. On the other hand, dealerships do not find after sales the easiest topic to talk to. So, as we are a Japanese brand whose culture is famous for “animation”, we decided to deliver our message in an animated entertaining way to our local market.
The big ideas was: what if spare parts could have talked and informed the drivers how important are they to the safety of the drivers and their families? We wanted to express that cars would last longer if they are installed properly
||Chief Creative Officer