Digital: Toyota's online ad project hits top gear

Toyota hired W Communications to raise awareness of an online ad for its new car, the Auris

Project mapped: the Auris
Project mapped: the Auris

Campaign: The Toyota Auris Campaign
Client: Toyota
PR team: W Communications
Timescale: September-December 2010
Budget: £20,000

Objectives

- To create buzz and anticipation around the Auris ad

- To drive consumers to engage with the ad online

- To secure 200,000 views of the ad.

Strategy and plan

The PR team treated the ad as if it were a big-budget film and focused on the project-mapping technology that was being used. The agency worked with ad agency Glue Isobar and Toyota from script onwards, ensuring PR was an integral part of the campaign. Glue Isobar was encouraged to film in an area likely to attract the interest of passing members of the public.

Measurement and evaluation

The campaign generated more than 110 pieces of coverage. By focusing on the projection-mapping technology, the media overcame their natural aversion to writing about brand marketing. Highlights included long-lead features in the Media Guardian and Metro.

Results

The PR campaign contributed to 345,000 views of the film online. The PR campaign ensured that 80 per cent of online sentiment around the ad was positive.

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