THE TOUCH EXPERIENCE by Optimedia Madrid for Toyota

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THE TOUCH EXPERIENCE

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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 September 2010

Credits & Description

Category: Best Use of Screens
Advertiser: TOYOTA
Product/Service: AURIS
Date of First Appearance: Sep 30 2010
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)
Account Director: Macarena Meliá (Optimedia)
Media placement: TV Campaign- Mention - Cuatro - 30 September 2010

Insights, Strategy & the Idea
TOYOTA launches the first C-segment hybrid car: TOYOTA AURIS HSD. The communication positioning was "the only hybrid car within everyone's reach". Differentiation and awareness on such cluttered car segment was key.
When something is within reach, means you can touch it, feel it: The idea was to bring this concept to life (the creative spot concept): “THE TOUCH EXPERIENCE”.

Creative Execution
And how we translate this concept to an audiovisual media? Simulating a tactile device.
The most recognized programme leaders prescribed the Hybrid TOYOTA AURIS as if they were using an Ipad, Iphone or any tactile device. Animated billboards appeared in the screen while the program leader was talking and moving them at the same time with their hands.
These Adhoc pills were integrated into the program avoiding the spot break, and were broadcast live, first ever done in the Spanish TV market.
The action was broadcast in “El Hormiguero” (channel Cuatro) the program with highest audience and share on PT for the TOYOTA’s target coinciding with the TV launch campaign.

Results and Effectiveness
+229% of AURIS AWARENESS vs previous month.
+190% of specific growth in HYBRID mentions.
+65% of increase in TRAFFIC to DEALERS.
+25% of growth in Registrations.