Toyota |
Listen to the radio spot:
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| Goal of campaign: Launch of the AYGO Music. This was a special edition equipped with an iPod and a Bluetooth connection. | Strategy: AYGO Music: when you say music, you say dance. Our creatives thought of a concept whose objective was to have the biggest possible amount of Belgians dancing in their car! Car Dance Party Belgium was born. The AYGO Car Dance Party Belgium was created. 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 the prize for the best "car dancers": the one and only AYGO music. The radio station established strong partnerships in order to make this concept come to life. When starting the campaign the media-mix was built through:e-mailing, bannering on partners sites, newsletters to partners and newsletters to the Toyota database from Studio Brussel. In order to create the hype the sales houses contacted Studio Brussel (Belgian Radio Station) and presented the concept- they were very excited and as a result of the partnership, Car Dance Party Belgium was born. |
| Methodology: “Internet results + sales results” means that effects of the campaign were seen on two levels. Both in regards to Internet hits and on sales results the campaign went beyond all expectations. Because effects were seen on different levels one can definitely say that the campaign had a positive effect. The fact that a lot of people uploaded videos was seen a success of the campaign. | Campaign aim: Build awareness | Generate response | Product launch |
| Target group: Young Adults | |
| Budget: unspecified | |
| Sector: FMCG | |
| Advertising format: Other | |
| Country: Belgium North | |
| Results: Sales + 19% in June 2008 versus 2007 for the same period. | |
| Download: | Title | Date | Size | File Type |
| Toyota | May 2009 | 2210079 kb |