FANTASY ENHANCER by M&C Saatchi Los Angeles for Toyota

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FANTASY ENHANCER

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency M&C Saatchi Los Angeles
Executive Creative Director Mike Mckay
Creative Director Ryan Jacobs
Art Director Matt Titone
Designer Jason Ty
Released August 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: TOYOTA MOTOR SALES USA
Product/Service: BRAND PROMO
Agency: SAATCHI & SAATCHI LA
Date of First Appearance: Aug 17 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI LA, USA
Entry URL: http://www.tmspreview.com/toyotafantasyenhancer/
Executive Communications Director: John Lisko (Saatchi & Saatchi LA)
Interactive Communications Director: Clifton Atkinson (Saatchi & Saatchi LA)
Interactive Associate Communications Director: Chris Nicholls (Saatchi & Saatchi LA)
Interactive Media Supervisor: Christopher Thornton (Saatchi & Saatchi LA)
Interactive Media Planner: Adam Bauer (Saatchi & Saatchi LA)
Executive Creative Director: Mike McKay (Saatchi & Saatchi LA)
Creative Director: Ryan Jacobs (Saatchi & Saatchi LA)
Art Director: Matt Titone (Saatchi & Saatchi LA)
Associate Producer: Megan Bettor (Saatchi & Saatchi LA)
Director of Integrated Production: Tanya LeSieur (Saatchi & Saatchi LA)
Interactive Account Supervisor: Rebecca Albert (Saatchi & Saatchi LA)
Account Executive: Landon Nguyen (Saatchi & Saatchi LA)
Sales Director: Jeff Brooks (Yahoo!)
Partner Solutions: Dave Chow (Yahoo!)
Designer: Jason Ty (Yahoo!)
Vice President Sales: Doug Simpson (Yahoo!)
Account Executive: Corey Albers (Yahoo!)
Ad Solutions: Rob Johnstone (Yahoo!)
Media placement: Online - Yahoo! Fantasy Enhancer Site - 17 August 2009
Media placement: Online - Toyota Fantasy Enhancer Logo Generator - 17 August 2009
Media placement: Online - Toyota Fantasy Enhancer Biggst Blowout Module - 17 August 2009
Media placement: Online - Toyota Fantasy Enhancer Smack Talk Banners - 12 October 2009
Media placement: Online - Toyota Fantasy Enhancer Football Card Banners - 18 December 2009

Results and Effectiveness
We were able to successfully engage 25% of all registered users (1+ million users) with Toyota Fantasy Enhancer tools. Those users spent an average of more than 6 minutes with the brand, exceeding our goal by 140%. Over 3 million Smack Talk banners were served, more than double our goal and 471,469 logos were generated exceeding our goal by 116%. A Dynamic Logic brand study revealed an 11% lift in positioning Toyota as “innovative.” We also exceeded Toyota norms for brand awareness (∆ 3.8%,) purchase intent (∆ 3.8%,) brand favorability (∆ 2.5%,) sponsorship association (∆ 9.7%)

Creative Execution
Toyota Fantasy Enhancer was a custom destination featuring a suite of tools directly integrated within the game. The Team Logo Builder allowed teams to customise their logo in a way that allowed them to capture the spirit of their team with over 3 million possible iterations. The Smack Talk Generator gave users the ability to send other teams in their league a personalised smack talk message in Toyota’s banners space. Groundbreaking dynamic ad targeting of rich media video units made this possible. The Football Card Maker allowed users to commemorate their seasons with customisable virtual cards where they could enter team stats, upload their picture and share with friends outside their league via social networking tools such as Facebook. A Toyota Biggest Blowout module on each league homepage also showcased each week’s winner giving winning teams more ammunition for smack talk.

Insights, Strategy & the Idea
Partnering with the #1 fantasy sports game in America in Yahoo! Fantasy Football posed a unique challenge: How do we add value to the game? We knew people playing the game were die-hard American Football fans who visited the site repeatedly throughout the season and that these fans have a lot of pride and love to brag and talk smack when they beat other teams in their league. To add value and take advantage of the high frequency, we identified opportunities within the game to add customisation features such as a team logo and football cards highlighting each user’s stats. We also developed more robust ways for users to talk smack. We measured success by measuring time spent with the brand and change attitudes about Toyota, specifically positioning Toyota as an innovative company.