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Case: AYGO Car Dance Party by TOYOTA
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.
2. 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.
A classic media campaign wouldn’t have been powerful enough. we thought that we had to think different. We had to ﬁnd a way to create a hype within the young community. . The strategy Because of the media budget amount.Strategy 3. Our strategy: try to mobilize as many people as possible through a viral community campaign starting from the Web.
people could win one of the several hundred tickets for the summer music festivals. By participating. And for the best cardancers: the one and only AYGO music. . The concept AYGO Music : when you say music.Execution and use of the media 1. 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. you say dance. A huge online contest with user generated content.
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. In an intro commercial. People were challenged to do better than Boris and Juri.Execution and use of the media 1. Boris and Juri taught some Belgian young people how to dance in a car and use their body language. 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 ».
Execution and use of the media 2. The media We made some strong partnerships in order to make this concept alive. They offered their expertise and support for user generated content activities. Our ﬁrst partners were Telenet and IP. When starting the campaign. our media-mix was built through: E-mailing Bannering on partners sites Newsletters to partners database Newsletters to Toyota database .
During one week. the listeners were asked by Siska (famous radio speaker) to take part to the AYGO Cardance Party. People were asked to visit the StuBru website to see the choreography. The winners were chosen by a professional jury after a last Cardance Party in their car. The AYGO Cardance Party would take place in the streets during the month of June in 5 important cities in Flanders. The media Studio Brussel In order to create the hype we contacted Studio Brussel and presented our concept. She even made her Cardance Party ﬁlm to promote the event. They were very excited and together we’ve built a contest.Execution and use of the media 2. 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 ﬁnalists were announced on Garagetv and youmaketv. . lots of trafﬁc to the Stubru site and lots of participants on our podium in each city. We were recruiting people to come cardance on the Toyota stand. We also asked the ﬁnalists to promote their ﬁlm as much as possible to get the most votes. Cardance Party was also present at the biggest summer music festivals. We asked them to go to the site and to massively vote for their favorite ﬁlm.Execution and use of the media 2. During summer. The different databases were re-activated through E-mailing. In September. Lots of talk about the Cardance party. newsletters and a bannering campaign. The media The hype was created. we re-activated our target group with different e-mails.
We generated a really huge amount of « word of mouth » with this campaign. We’ve really succeeded using the new social phenomenon that is « user generated content » and mobilizing different communities through a viral campaign. This kind of communication is really a première in the automotive sector.Results The results of this campaign are beyond all expectations on all levels. .
were viewed remote: embedded in blogs.000 views in total. before ﬁnal contest. Facebook.Films About 2900 movies were uploaded! The most optimistic objective was to have 150 ﬁlms (cfr Telenet). 5% of the movies. netlog… . More than 723.
Impressions Newsletters: 2.991 impressions .358 impressions Bannering: 2.700.493.
Good visibility for the brand and the model. is so huge. spontaneously generated by the different BV’s during their program. cool => beneﬁt to Toyota and AYGO.StuBru The echo on Studio Brussel. Massive amount of people in the different cities. . This really is something money can’t buy! We got a lot of trafﬁc to the StuBru site. StuBru = hype.
PR Newspapers and blogs picked up the vibes. . De Morgen. A lot of participants posted ﬁlms on blogs. on Facebook and other places on the Web. Lots of blogs were communicating about the campaign. HLN. La Libre have written about Car Dance Party Belgium. De Standaard.
000 euros) versus main competitors (total spending of the segment 7Mio euros). .Sales AYGO + 19% versus 2007 in June with a small share of voice (300. Equal result to Fiat 500 (hypest model in the segment).
. the ones too young to drive. farmers. . the vampires.. the slightly older people.Conclusion Everybody joined the party. 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 .
Look and feel GarageTV.be .
be .Look and feel GarageTV.
Results views of the movies according source Uploaded videos 2.views .164 538.678 Views 723.953 210 65 2.325 120.537 ü Total ü Via online: spontaneous ü Via StuBru ü Via Festivals Spontaneous uploaded videos via online marketing generates highest factor # videos vs.302 64.
before the nal contest. facebook. netlog.Cardanceparty Views of the movies 5% of the movies. were viewed remote: Embedded in blogs. … .
Results Sent Newsletters & CTR .
Results Bannering & CTR Results: detailed .
000 50.uni ju 5 13 li .2 juli au 6 10 gu ju au stu li 17 gu s a stu 9 24 ugu s .jun ju 21 i n 29 i .1 juli ju 2 20 li .1 ept tus se pt be 4 s em em r be e be 20 pte r r .100.au tus 2 g a s 7 ug tus 3 a ust se us ug us 15 pte tus 30 us se mb .000 1 0 8 ju ni -7 Results Pageviews on Cardanceparty.aug au stu 16 us 31 gu s .juli ju 19 li 3 .1 uni ju 4 22 ni .se mb 23 pte er se mb pt e em r be r Final Traf c highs: ü newsletters & bannering ü Radio ü Final contest: .000 150.2 jun ju 8 j i 6 ni .be Radio 15 ju ni Newsletter + banners j .6 aug tus 21 pte er s us m .000 200.
be Series 1 .1000 2000 3000 4000 26 /0 0 5/ 08 -2 1/ 05 /0 8 08 8 8 8 8 8 8 6/ /0 /0 /0 /0 /0 /0 /0 06 06 06 07 07 07 8 -8 5/ 2/ 9/ 6/ 3/ 0/ 7/ 07 au /08 g/ 08 se p/ 08 -1 -2 -2 -0 -1 -2 -2 /0 8 06 /0 08 08 08 08 08 08 1/ 9/ 06 6/ 6/ 6/ 7/ 7/ 6/ 16 /0 /0 /0 /0 /0 /0 23 30 07 14 21 Results Source of traffic via Cardanceparty.
Studio Brussel Why StuBru? .
Studio Brussel Concept Announcement: 2 – 8 june 2008 Event week: 9 – 13 june 2008 Voting: 16 & 17 june 2008 Final: 18 june 2008 .
Studio Brussel Newsletter .
Studio Brussel Registration on website .
Studio Brussel Annoucement on radio & website • Announcing spots • Activation by Peter Van de Veire • Activation by Siska .
Studio Brussel Event .
Studio Brussel The final Car Dance Battle .
2250 4500 6750 9000 1/ 0 06 /0 8 -8 /0 6/ 08 6/ 08 -1 5/ 06 /0 8 -2 2/ 06 /0 8 8 8 8 8 /0 /0 /0 /0 /0 06 07 07 07 07 -2 9/ -0 6/ -1 3/ -2 0/ -2 7/ au 8 g/ 08 se p/ 08 Results 9/ 0 16 / 06 /0 8 /0 8 /0 8 /0 8 /0 8 /0 8 06 06 07 07 06 23 / 30 / 07 / 14 / 21 / Source of traffic via StuBru .
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