2022 Winners & Shortlists

Why is this work relevant for Media?

When you want to connect to drivers on the road, the most obvious solution is a radio advert. But with so much noise on air, Toyota knew it would take something special to stand out. That’s why we decided to break out from the bonds of the commercial slot and instead place our ad in the one place it would have the most impact: live and on-air while the Radio DJs were talking. By selecting an unexpected media slot, we were able to really drive home the message around unexpected interruptions and show why original parts are best

Background

With a vehicle-fueled culture, car servicing centers are a dime a dozen in the UAE. However, not all of these use original parts which could lead to issues down the track. We wanted to show Toyota drivers why they were in safer hands with official Toyota Care Service Centers. For our drivers, original parts mean less interruptions. We knew in a cluttered market, we had to get our message out there in a way that stood out and got drivers to pay attention.

Describe the creative idea / insights (30% of vote)

Nobody likes interruptions, least of all when it comes to your car. Thankfully, proper servicing with original parts at Toyota Care Service Centers means your Toyota can keep on going and going without that pesky interruption. The problem was with the competitive market in the UAE around Car Servicing, too many drivers were willing to forgo original parts for a cheaper deal. This meant the potential for interruptions down the road was high. We decided to show drivers the effect of this by interrupting them with our message in the last place they’d expect it.

Describe the strategy (20% of vote)

Our message was very simple. The challenge was delivering it in a way that stood out and made an impact on those listening to it. We knew radio was the obvious answer to get our Interruption message out to drivers, but we also knew the dangers of such a cluttered medium. We had to find a way to utilize the media that not only grabbed attention but also helped strengthen the idea by bringing it to life in such a way that went beyond a simple radio ad.

Describe the execution (20% of vote)

We wanted to show drivers how bad interruptions can be, so we hi-jacked the UAE’s top radio stations like Al Rabia, Channel 4 and Radio 4 in an innovative way. Rather than playing an ad during the expected time, we waited until the ads were over and the Radio DJs were back and talking. While they were getting ready to introduce the next song, our advertisement would play, literally interrupting the DJs with our message. Drivers listening in to the stations would get a real-time reminder of how annoying and unexpected interruptions can be and why they should make sure it doesn’t happen to their own car. With our innovative media placement, we were able to fully drive home our message and give it the impact it needs. By taking our message out of the confines of the designated commercial slot, we could

List the results (30% of vote)

By going beyond a simple radio ad, we were able to interrupt driver habits and get them to consider original parts from a certified Toyota Care Service Center. During the month of the campaign, we reached over 1.08m listeners and as a result, registered a 20% increase in individual vehicle visits.