Toyota Promo CLEAN MY RIDE by Happiness Brussels

Adsarchive » Promo » Toyota » CLEAN MY RIDE

CLEAN MY RIDE

Pin to Collection
Add a note
Industry Cars
Media Promo & PR
Market Belgium
Agency Happiness Brussels
Creative Director Grégory Titeca
Copywriter Joris Joosten
Creative Tom Galle, Ramin Afshar
Released September 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: TOYOTA
Product/Service: CAR
Agency: HAPPINESS BRUSSELS
Date of First Appearance: Sep 4 2010
Entrant Company: HAPPINESS BRUSSELS, BELGIUM
Entry URL: http://www.cleanmyride.be/phase1/
Creative Management: Karen Corrigan/Gregory Titeca (Happiness Brussels)
Creative Director: Gregory Titeca (Happiness Brussels)
Account Team: Pascal Kemajou/Annelies Vervoort (Happiness Brussels)
Creative: Ramin Afshar/Tom Galle/Joris Joosten (Happiness Brussels)
Copywriter: Joris Joosten (Happiness Brussels)
Website: (Bliss Interactive)
Media placement: Website - Internet - 04/09/2010
Media placement: Radio - 1 Spot - Radio 1, Radio 2, Klara, MNM, Studio Brussel, La Première, Vivacité, Classic 21, - 04/09/2010
Media placement: Viral Video - Youtube - 01/10/2010

Describe the objective of the promotion.
We were asked to create awareness for the launch of the new Auris Hybrid, and position the car as the most eco-friendly car in its segment.

Describe how the promotion developed from concept to implementation.
Therefore, we organised ‘Clean My Ride’, the election of the most polluting car in Belgium. By destroying and replacing it for a new Auris Hybrid, we created a straightforward communication and message relevant for a broader audience.

Explain why the method of promotion was most relevant to the product or service.
By creating the ‘Clean My Ride’ event and by communicating through large-scale media, we generated a lot of talk value for the launch of the new Auris Hybrid. The fact that all people in Belgium could participate generated a massive amount of interaction and interest for the new Auris Hybrid and the event itself.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- 1,245 people registered their car.
- Belgium's most important newspapers and magazines announced and covered the stunt.
- More then 70,000 unique clicks on the minisite.
- The Auris Hybrid beat the sales objective by 400%.
- Belgium is ranked second in European Auris Hybrid sales. Not bad for a small country like Belgium.
- And most importantly, we made the most polluting car in Belgium disappear.