Toyota Promo, Case study REAL OFF ROAD EXPERIANCE by Yehoshua\TBWA Tel Aviv

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Industry Cars
Media Promo & PR, Case study
Market Israel
Agency Yehoshua\TBWA Tel Aviv
Released March 2011

Credits & Description

Category: Best Use of Audio
Advertiser: TOYOTA
Date of First Appearance: Mar 17 2011
Entrant Company: YEHOSHUA/TBWA, Tel Aviv, ISRAEL
Chief Creative Oficer: Edo Kariv (Yehosua / TBWA)
Excutive Creative Dirctor: Amit Stoler (Yehosua / TBWA)
Creative Dirctor: Zack Feldman (Yehosua / TBWA)
Copy Writer: Oshrat Slama (Yehosua / TBWA)
Account Vice President: Erez Barckatz (Yehosua / TBWA)
Radio Station: 103 FM (103 FM)
Media placement: Radio - 2 Spots - 103FM Radio - 17.3.2011

Insights, Strategy & the Idea
It’s a known fact that most off road vehicles never went of road... they are used for moving around the city and showing off... that is why we decided to target all of these drivers who never go off road in their cars and give them a taste of the real of road adventure, in order to advertise the new Toyota land cruiser' a real off road built for real adventures. So we did exactly that - we went to the wild nature of Israel and we broadcasted the sounds of the real outdoors from a Toyota land cruiser in a live radio commercial - so the other drivers will feel for a second how does it really feels like to be off road.

Creative Execution
Convincing a team of creatives, sound technicians, and a radio announcer to go on a field trip wasn't that hard - but to overcome the technical difficulties of broadcasting a live commercial in the middle of a regular commercial break for the first time ever in Israel, was harder. In cooperation with 103fm, one of Israel's top radio stations we managed to broadcast live radio ads form the Toyota land cruiser located Mapal Hatachana, one of Israel's biggest and loudest waterfalls and from Nimrod Fortress - known for its blistering winds. The ad aired live in the middle of the break so people in their cars or at work could hear and feel as if they were in the terrain with us.

Results and Effectiveness
Because it was the first ever live commercial broadcasted in a regular commercial break, it made a lot of noise. Blogs' newspapers, radio shows etc talked about it and made the impact of the campaign bigger than the spots itself. The land cruiser made a name for itself as the beast of the outdoors and the people in their cars - well let them eat dust...