aygo car dance party by toyota case ppt
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MIXX AWARDS
Case: AYGO Car Dance Party by TOYOTA
Strategy1. Background
AYGO is a part of the A segment of the car industry. It’s a small car, aimed at a young target group. There is a lot of competition in this segment with models very close to each other (Peugeot 107, Citroën C1, Opel Corsa, Renault Twingo and Fiat 500).
Toyota, as a brand, is hardly considered by this target group. They think of it as a brand for their parents, which is OK but no more.
Toyota is sponsor of the main summer music festivals in Belgium.
AYGO is not a core model, so the marketing budget behind the car is rather small. Nevertheless, the expectations behind the car are high because it’s an entry product in the Toyota range. The total budget for this campaign was 250.000 euros.
Strategy2. Our mission
We were asked to launch the AYGO Music. This was a special edition equipped with an iPod and a Bluetooth connection. Target group was the 16 to 25 year old.
As a sponsor of summer music festivals, Toyota has a huge number of entry tickets. We were asked to organize a contest around these ones.
Strategy3. The strategy
Because of the media budget amount, we thought that we had to think different. A classic media campaign wouldn’t have been powerful enough. We had to find a way to create a hype within the young community.
Our strategy: try to mobilize as many people as possible
through a viral community campaign starting from the Web.
Execution and use of the media1. The concept
AYGO Music : when you say music, you say dance.
Our creatives thought of a concept whose objective was to have the most Belgian people possible dancing in their car!
« Car Dance Party Belgium was born »
We created the AYGO Car Dance Party Belgium.A huge online contest with user generated content.
By participating, people could win one of the several hundred tickets for the summer music festivals.And for the best cardancers: the one and only AYGO music.
Execution and use of the media1. The concept
Mechanic
Russian superstars Boris and Juri created a specific car dance choreography on a remix (by radioclit) of the famous new beat hit « The Sound of C ».
In an intro commercial, Boris and Juri taught some Belgian young people how to dance in a car and use their body language.
People were challenged to do better than Boris and Juri,and to upload their video on Garagetv and Youmaketv, the Belgian YouTube.
In order to participate to the finals they had to get as many votes as possible on their movie.
Execution and use of the media2. The media
We made some strong partnerships in order to make this concept alive.
Our first partners were Telenet and IP. They offered their expertise and support for user generated content activities.When starting the campaign, our media-mix was built through:
E-mailingBannering on partners sitesNewsletters to partners databaseNewsletters to Toyota database
Execution and use of the media2. The media
Studio Brussel
In order to create the hype we contacted Studio Brussel and presented our concept. They were very excited and together we’ve built a contest.
The AYGO Cardance Party would take place in the streets during the month of June in 5 important cities in Flanders. During one week, the listeners were asked by Siska (famous radio speaker) to take part to the AYGO Cardance Party. She even made her Cardance Party film to promote the event. People were asked to visit the StuBru website to see the choreography, to exercise and get ready for the D-day!The final took place at the VRT studio and live on Studio Brussel (studio and site). The winners were chosen by a professional jury after a last Cardance Party in their car.
Execution and use of the media2. The media
The hype was created. Lots of talk about the Cardance party, lots of traffic to the Stubru site and lots of participants on our podium in each city.
Cardance Party was also present at the biggest summer music festivals. We were recruiting people to come cardance on the Toyota stand.
During summer, we re-activated our target group with different e-mails, newsletters and a bannering campaign.
In September, the finalists were announced on Garagetv and youmaketv. The different databases were re-activated through E-mailing. We asked them to go to the site and to massively vote for their favorite film. We also asked the finalists to promote their film as much as possible to get the most votes.
Results
The results of this campaign are beyond all expectations on all levels.
This kind of communication is really a première in the automotive sector. We’ve really succeeded using the new social phenomenon that is « user generated content » and mobilizing different communities through a viral campaign. We generated a really huge amount of « word of mouth » with this campaign.
Films
About 2900 movies were uploaded! The most optimistic objective was to have 150 films (cfr Telenet).
More than 723.000 views in total.
5% of the movies, before final contest, were viewed remote: embedded in blogs, Facebook, netlog…
Impressions
Newsletters: 2.493.358 impressions Bannering: 2.700.991 impressions
StuBru
The echo on Studio Brussel, spontaneously generated by the different BV’s during their program, is so huge. StuBru = hype, cool => benefit to Toyota and AYGO.This really is something money can’t buy!
We got a lot of traffic to the StuBru site.Massive amount of people in the different cities.Good visibility for the brand and the model.
PR
Newspapers and blogs picked up the vibes. De Morgen, De Standaard, HLN, La Libre have written about Car Dance Party Belgium.
Lots of blogs were communicating about the campaign. A lot of participants posted films on blogs, on Facebook and other places on the Web.
Sales AYGO
+ 19% versus 2007 in June with a small share of voice (300.000 euros) versus main competitors (total spending of the segment 7Mio euros).
Equal result to Fiat 500 (hypest model in the segment).
Conclusion
Everybody joined the party, the ones too young to drive, the slightly older people, the vampires, farmers...
AYGO music has definitely made it into the minds … and bodies … of our target group.
Detailed infos
Car Dance Party by Toyota AYGO
ü Timing: June – September 2008
ü User Generated content: any car can be used!
ü Target Group: youngsters – 25
ü Communication plan: online + radio
ü 2 types of video’s:
ü Non assisted user generated movies
ü Assisted user generated movies: StuBru + Festivals
Partnership
Look and feel GarageTV.be
Look and feel GarageTV.be
Resultsviews of the movies according source
Spontaneous uploaded videos via online marketing generates highest factor # videos vs.views
Uploaded videos Views
ü Total 2.953 723.164
ü Via online: spontaneous 210 538.325
ü Via StuBru 65 120.302
ü Via Festivals 2.678 64.537
5% of the movies, before the !nal contest, were viewed remote: Embedded in blogs, facebook, netlog, …
CardancepartyViews of the movies
ResultsSent Newsletters & CTR
Results: detailed
ResultsBannering & CTR
Traf!c highs:
ü newsletters & bannering
ü Radio
ü Final contest:
0
50.000
100.000
150.000
200.000
1 jun
i - 7
juni
8 jun
i - 1
4 jun
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15 ju
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1 jun
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22 ju
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8 jun
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29 ju
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juli
6 jul
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2 jul
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9 jul
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20
sept
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21 se
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23
sept
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Final
Newsletter + banners
Radio
ResultsPageviews on Cardanceparty.be
0
1000
2000
3000
4000
26/0
5/08
- 21
/05/
08
1/06
/08
- 8/0
6/08
9/06
/08
- 15/
06/0
8
16/0
6/08
- 22
/06/
08
23/0
6/08
- 29
/06/
08
30/0
6/08
- 06
/07/
08
07/0
7/08
- 13
/07/
08
14/0
7/08
- 20
/07/
08
21/0
6/08
- 27
/07/
08
aug/
08
sep/
08
Series 1
ResultsSource of traffic via Cardanceparty.be
Studio BrusselWhy StuBru?
Announcement: 2 – 8 june 2008
Event week: 9 – 13 june 2008
Voting: 16 & 17 june 2008
Final: 18 june 2008
Studio BrusselConcept
Studio BrusselNewsletter
Studio BrusselRegistration on website
Studio BrusselAnnoucement on radio & website
• Announcing spots
• Activation by Peter Van de Veire
• Activation by Siska
Studio BrusselEvent
Studio BrusselThe final Car Dance Battle
ResultsSource of traffic via StuBru
0
2250
4500
6750
9000
1/06
/08
- 8/0
6/08
9/06
/08
- 15/
06/0
8
16/0
6/08
- 22
/06/
08
23/0
6/08
- 29
/06/
08
30/0
6/08
- 06
/07/
08
07/0
7/08
- 13
/07/
08
14/0
7/08
- 20
/07/
08
21/0
6/08
- 27
/07/
08
aug/
08
sep/
08
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