Toyota Promo, Case study GAS PUMP VOICES by Optimedia Madrid

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Industry Cars
Media Promo & PR, Case study
Market Spain
Agency Optimedia Madrid
Creative Director Javier Roldan
Account Supervisor Paula Menendez
Released January 2011

Credits & Description

Category: Best Use of Audio
Advertiser: TOYOTA
Product/Service: AURIS
Date of First Appearance: Jan 11 2011
Entrant Company: OPTIMEDIA, Madrid, SPAIN
Business Development Director: Carlos Casado (Optimedia)
Creative Director: Javier Roldán (Optimedia)
Innovation Account Director: Antonio Bermudez de Castro (Optimedia)
Account Director: Belen Sanmartin (Optimedia)
Account Supervisor: Paula Menendez (Optimedia)
Planner: David Ordoñez (Optimedia)
Media placement: Gas Stations - Gas Pump Voice Recording - 11 January 2011

Insights, Strategy & the Idea
The Launch of the new AURIS hybrid Sinergy Drive had 2 main objectives: to make the TOYOTA’s Hybrid technology (HSD) unique at a marketing level and to place in the consumer’s mind the TOYOTA AURIS as the main reference in terms of hybrid technology.
An econometric study done by the media agency demonstrated that sales ups and downs on hybrid models were directly linked to gas price fluctuations. This issue was key giving us the most important clue of where and when we should contact with the target: in gas stations while filling the tank.

Creative Execution
The idea consisted on substituting the normal gas filling locution (you’ve selected un-leaded fuel…….) by an ad-hoc TOYOTA AURIS locution. “You’ve selected un-leaded fuel; if you had a TOYOTA AURIS HSD you would not hear this message so many times, for more information please ask for the TOYOTA AURIS HSD information folder at the gas station or in the closest TOYOTA dealer”.
The action was developed in 300 gas stations at a national level.

Results and Effectiveness
5% Sales increase versus TOYOTA’s objective (Source: TOYOTA Spain)
TOYOTA AURIS HSD achieved in two months 24% of the total AURIS awareness (Source: Imop).