Toyota wanted to use the launch of the GT86 model to drive positive sentiment and boost Toyota's personality.
Toyota wanted to use the launch of the GT86 model to drive positive sentiment and boost Toyota's personality. They also wanted to help drive sales of other Toyota models, particularly the Auris. Finally Toyota wanted to raise awareness of the GT86 and improve brand likeability.
The campaign objectives were to maximise views and completion rate of the 90-second GT89 'The Real Deal' Video, generate conversation and shares onto social platforms and drive viewers to the GT86 website. The campaign also aimed to measure purchase intent and other key attitudes towards the Toyota brand as a result of the campaign.
The video was distributed across Teads' premium publisher network and social gaming applications on Facebook using both a standard and expandable player. Key influencers were identified by the Teads Labs and approached to distribute the campaign. Publishers were then encouraged to write about the car and video on their site. The delivery was optimised throughout the campaign by prioritising the vertical, video player and publishers that showed the best performance.
The campaign drove a significant increase in unaided brand awareness, online awareness and purchase intent for the Toyota brand. A Millward Brown study ran during the campaign proved that the GT86 model in particular enjoyed an increase in online ad awareness, association with 'the Real Deal' / 'Le grand frisson' message and perception of the GT86 as a superior car to other models. In both the UK and France, Toyota saw a high level of audience engagement with the video.Previous automotive average CTR rate at 3.4% v Toyota campaign 4.7%.
Using innovative social formats instead of in-stream video like pre-roll meant this campaign performed far better than average, across both standard performance metrics and Millward Brown results. Distributing the campaign across relevant, influential blogs and media sites also meant the video was placed in relevant environments and users were much more likely to watch, like and share with their networks.
55% of comments in the UK being positive and 85% in France.
The campaigns over-delivered in both countries, with an extra 340k views in the UK and 417k views in France.