ROCK THE SPACE by M&C Saatchi Los Angeles for Toyota

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ROCK THE SPACE

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency M&C Saatchi Los Angeles
Creative Director Scott Huebscher
Released May 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: TOYOTA MOTOR SALES USA
Product/Service: TOYOTA BRAND
Agency: SAATCHI & SAATCHI LA
Date of First Appearance: May 20 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI LA, USA
Entry URL: http://www.tmspreview.com/toyota_music/rock_the_space/video/
Executive Communications Director: John Lisko (Saatchi & Saatchi LA)
Group Director: Bruce McDermott (Saatchi & Saatchi LA)
Interactive Communications Director: Clifton Atkinson (Saatchi & Saatchi LA)
Associate Director: Jennifer Jay (Saatchi & Saatchi LA)
Interactive Media Planner: May Lee (Saatchi & Saatchi LA)
Interactive Media Planner: Dan Winjum (Saatchi & Saatchi LA)
Director of Strategy: Evan Ferrari (Saatchi & Saatchi LA)
Creative Director: Scott Huebscher (Saatchi & Saatchi LA)
Interactive Account Supervisor: Rebecca Albert (Saatchi & Saatchi LA)
Project Manager: Joanna Baker (Saatchi & Saatchi LA)
Senior Sales Manager: Sean Harrington (MySpace)
Vice President Sales: Amy Jensen (MySpace)
Media placement: Social - Viral Contest Submission Widget - 20/5/2009
Media placement: Social - MySpace Profile Page - 20/5/2009
Media placement: Online - Contest Awareness Banners - 20/5/2009
Media placement: Online - E-mail Blast - 20/5/2009
Media placement: Print - Promotional Full Page Ads - 30/5/2009
Media placement: Out-of-Home - Street Teams - 11/5/2009

Results and Effectiveness
Rock The Space broke benchmarks for MySpace and Toyota, generating unprecedented levels of participation. The contest received 18,593 submissions – exceeding the goal 15x over with 13,945 approved submissions. With 45,741 MySpace user votes this goal was overachieved by 7x. Completion rate for the contest submission was 61% with 67,479 widgets installed. Toyota experienced an increase in positive association with Rock The Space. The MotiveQuest study found that net positive sentiment towards Toyota increased by 14%. Positive sentiment was overall 23%, 14% higher than automotive norm (9%). Negative sentiment towards Toyota decreased by 5% after Rock The Space launched.

Creative Execution
To effectively communicate the Toyota brand on MySpace, it needed to break through a visually saturated online environment. Custom branding and new logo specific to Toyota Music was created. All follow-up creative pieces utilised aspects of the musician lifestyle/genre and appealed to the MySpace user's desire for success: a real record contract. The creative content integrated multiple forms of media, print, out of home and digital. The existing Toyota MySpace community page was leveraged as an anchor for the contest – all contest information and entries were hosted there. Banner creative on Myspace.com, print ads in publications such as Spin and Filter, offline street teams and wild postings were used to promote the contest. At the centre of it all was the viral submission widget – featuring the user's customised demo tape. This shareable widget allowed the user to both participate in the contest and also promote their band.

Insights, Strategy & the Idea
As the world’s largest automaker it’s vital to the company’s future to create an authentic relationship with the youth demographic. When it comes to utilising the power of social networks, the challenge is to stand out in an environment where marketers stick out like a sore thumb and do it in a way that creates a positive and authentic association with the Toyota brand. What MySpace does better than other social networks is music. Its millions of users show their passion for major-label and unsigned artists by 'friending' and sharing their favourite music. With so many unsigned artists on MySpace, our idea was simple. Make music fans, Toyota fans by providing a major opportunity for their favourite unsigned artist: a BIG break, complete with record deal, brand new gear from Fender and the marketing dollars of Toyota to promote their band.