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Industry Cars
Media Ambient, Digital, Interactive & Mobile, Viral, Direct marketing, Design & Branding, Case study
Market Belgium
Agency Happiness Brussels
Released November 2008

Awards

Cannes Lions 2009
Media - Gold
Eurobest 2008
Direct Cars & Automotive Services Eurobest Silver
Sales Promotion Cars & Automotive Services Eurobest Silver
Direct Traffic Building Eurobest Silver
Sales Promotion Best Integrated Promotional Campaign Eurobest Bronze

Credits & Description

Brief:
Launch the special series AYGO Music with iPOD and Bluetooth connection to a target group from 16 to 25 years old.
Execution:
AYGO Car Dance party directly communicated the assets of the AYGO Music to the target group. All cars of Belgium became potential dance floors for a car dance party. Every participant became an advertiser for the AYGO music. The message was spread in a spontaneous, fun and never seen before way.
Solution:
AYGO Car Dance Party Belgium: a huge online contest with user generated content. The “superstars” Boris and Juri introduced the AYGO Car Dance Party choreography by TV, viral, emailing, online bannering, print, poster and radio. People were encouraged to do better than Boris and Juri, to film it and to post their video on GarageTV, the Belgian Youtube. That could be done at home, on a special Car Dance Party stand at the summer music festivals and on Belgian AYGO Car Dance tour all around the country. Participants with the highest rated got to the final, where a professional jury choose the best Car Dance Party during a live radio event.
Result:
Far above all expectations. Car Dance Party became the summer hit in Belgium. The official Car Dance Party tune became a hit on parties and Belgian radio's. More than 2900 movies where posted in the first month only. More than 723.000 unique views in total. + 19% of the sales objectives of the AYGO Music.
Advertiser/Client: TOYOTA
Product/Service: TOYOTA
DM/Advertising Agency: HAPPINESS BRUSSELS
Country: BELGIUM
Name Position Company
Karen Corrigan, Gregory Titeca Creative Management Happiness Brussels
Gregory Titeca/ Oudaha Mohamed Creative Director Happiness Brussels
Vanessa Boddewijn Account Manager Happiness Brussels
Pascal Kemajou Account Director Happiness Brussels
Tom Galle, Ramin Afshar Creation Happiness Brussels
Philip Vandenberghe, Vincent Baufay Copywriter Happiness Brussels
Alexandre Simionescu Graphic Designer Happiness Brussels
FuddyTV Calgary Production Company
Erik Eldman Director

The Ambient Advert titled Toyota Aygo: Car Dance Party was done by Happiness Brussels advertising agency for product: Aygo Cars (brand: Toyota) in Belgium. It was released in Nov 2008.