Super Splash by Corporacion Thompson, P4 Ogilvy Panama, TVN for Toyota

Super Splash

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Industry Cars
Media Digital, Interactive & Mobile, Design & Branding, Case study
Market Panama
Agency Corporacion Thompson
Agency P4 Ogilvy Panama
Creative Director Jonathan Lasso Rocha
Producer Lucas Poveda

Agency TVN
Released January 2012

Credits & Description

Advertiser: TOYOTA / RICARDO PEREZ
Product/Service: TOYOTA HILUX
Agency: PUBLICUATRO OGILVY
Agency: CORPORACION MEDCOM
Agency: TVN PANAMA
Chief Creative Officer: Pinky Mon (P4 Ogilvy)
Director Creative: Jonathan Lasso Rocha (P4 Ogilvy)
Account Manager: Liseth Fong (P4 Ogilvy)
Copywriter: Humberto Alvarado (P4 Ogilvy)
Copywriter: Dennis Icaza (P4 Ogilvy)
Executive Producer: Emerson Bonilla (P4 Ogilvy)
Media Planner: Milena Macias (P4 Ogilvy)
Producer: Lucas (VFX)
Marketing Vice President: Diego Fabrega (Ricardo Perez\Toyota)
Media placement: TV Super Impositions Campaign - TVN Chanel - 15 January 2012
Media placement: TV Super Impositions 3 Spots - TVMax Chanel - 19 January 2012
Media placement: TV Super Impositions 3 Spots - RPC Chanell - 19 January 2012
Media placement: TV Super Impositions 3 Spots - Telemetro Chanell - 23 January 2012
Media placement: TV Super Impositions 3 Spots - telemetro Chanell - 25 January 2012
Media placement: Tv Super Impositions 3 Spots - TvN Chanell - 29 January 2012
Campaign Description
In Panama, the use of superimposition insertion in post-production during TV shows is relatively common. What made Toyota Hilux's Super Splash especially surprising and unusual was the fact that the superimposition interacted live with anchors and television presenters. In order for this to work properly, a great deal of negotiation, as well as in-depth briefing and production meetings with the presenters and staff members involved had to take place.
Effectiveness
To achieve 60% awareness in the first 2 weeks of the launch of the New Toyota Hilux. We chose live TV shows with the largest audience in order to surprise viewers with an outstanding action that would break the programme's usual format to ultimately captivate the target's attention. Super Splash: is a series of non-traditional super impositions that interact with television presenters. The Hilux drives across the screen at high speed, splashing them with real mud.
Implementation
After airing Toyota Hilux's Super Splash on nationally produced television programmes, in-store traffic increased by 15%. 80% of this client increment said that the Super Splash had motivated them to visit the showrooms in order to better inform themselves about the Toyota Hilux.
Outcome
- 80% of awareness in 2 weeks
- 30% more clicks on web www.toyotarp.com
- 15% increase in branch traffic
- And many, many smiles!