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.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.