MIXX AWARDS

Case: AYGO Car Dance Party by TOYOTA

Strategy1. Background

AYGO is a part of the A segment of the car industry. It’s a small car, aimed at a young target group. There is a lot of competition in this segment with models very close to each other (Peugeot 107, Citroën C1, Opel Corsa, Renault Twingo and Fiat 500).

Toyota, as a brand, is hardly considered by this target group. They think of it as a brand for their parents, which is OK but no more.

Toyota is sponsor of the main summer music festivals in Belgium.

AYGO is not a core model, so the marketing budget behind the car is rather small. Nevertheless, the expectations behind the car are high because it’s an entry product in the Toyota range. The total budget for this campaign was 250.000 euros.

Strategy2. Our mission

We were asked to launch the AYGO Music. This was a special edition equipped with an iPod and a Bluetooth connection. Target group was the 16 to 25 year old.

As a sponsor of summer music festivals, Toyota has a huge number of entry tickets. We were asked to organize a contest around these ones.

Strategy3. The strategy

Because of the media budget amount, we thought that we had to think different. A classic media campaign wouldn’t have been powerful enough. We had to find a way to create a hype within the young community.

Our strategy: try to mobilize as many people as possible

through a viral community campaign starting from the Web.

Execution and use of the media1. The concept

AYGO Music : when you say music, you say dance.

Our creatives thought of a concept whose objective was to have the most Belgian people possible dancing in their car!

« Car Dance Party Belgium was born »

We created the AYGO Car Dance Party Belgium.A huge online contest with user generated content.

By participating, people could win one of the several hundred tickets for the summer music festivals.And for the best cardancers: the one and only AYGO music.

Execution and use of the media1. The concept

Mechanic

Russian superstars Boris and Juri created a specific car dance choreography on a remix (by radioclit) of the famous new beat hit « The Sound of C ».

In an intro commercial, Boris and Juri taught some Belgian young people how to dance in a car and use their body language.

People were challenged to do better than Boris and Juri,and to upload their video on Garagetv and Youmaketv, the Belgian YouTube.

In order to participate to the finals they had to get as many votes as possible on their movie.

Execution and use of the media2. The media

We made some strong partnerships in order to make this concept alive.

Our first partners were Telenet and IP. They offered their expertise and support for user generated content activities.When starting the campaign, our media-mix was built through:

E-mailingBannering on partners sitesNewsletters to partners databaseNewsletters to Toyota database

Execution and use of the media2. The media

Studio Brussel

In order to create the hype we contacted Studio Brussel and presented our concept. They were very excited and together we’ve built a contest.

The AYGO Cardance Party would take place in the streets during the month of June in 5 important cities in Flanders. During one week, the listeners were asked by Siska (famous radio speaker) to take part to the AYGO Cardance Party. She even made her Cardance Party film to promote the event. People were asked to visit the StuBru website to see the choreography, to exercise and get ready for the D-day!The final took place at the VRT studio and live on Studio Brussel (studio and site). The winners were chosen by a professional jury after a last Cardance Party in their car.

Execution and use of the media2. The media

The hype was created. Lots of talk about the Cardance party, lots of traffic to the Stubru site and lots of participants on our podium in each city.

Cardance Party was also present at the biggest summer music festivals. We were recruiting people to come cardance on the Toyota stand.

During summer, we re-activated our target group with different e-mails, newsletters and a bannering campaign.

In September, the finalists were announced on Garagetv and youmaketv. The different databases were re-activated through E-mailing. We asked them to go to the site and to massively vote for their favorite film. We also asked the finalists to promote their film as much as possible to get the most votes.

Results

The results of this campaign are beyond all expectations on all levels.

This kind of communication is really a première in the automotive sector. We’ve really succeeded using the new social phenomenon that is « user generated content » and mobilizing different communities through a viral campaign. We generated a really huge amount of « word of mouth » with this campaign.

Films

About 2900 movies were uploaded! The most optimistic objective was to have 150 films (cfr Telenet).

More than 723.000 views in total.

5% of the movies, before final contest, were viewed remote: embedded in blogs, Facebook, netlog…

Impressions

Newsletters: 2.493.358 impressions Bannering: 2.700.991 impressions

StuBru

The echo on Studio Brussel, spontaneously generated by the different BV’s during their program, is so huge. StuBru = hype, cool => benefit to Toyota and AYGO.This really is something money can’t buy!

We got a lot of traffic to the StuBru site.Massive amount of people in the different cities.Good visibility for the brand and the model.

PR

Newspapers and blogs picked up the vibes. De Morgen, De Standaard, HLN, La Libre have written about Car Dance Party Belgium.

Lots of blogs were communicating about the campaign. A lot of participants posted films on blogs, on Facebook and other places on the Web.

Sales AYGO

+ 19% versus 2007 in June with a small share of voice (300.000 euros) versus main competitors (total spending of the segment 7Mio euros).

Equal result to Fiat 500 (hypest model in the segment).

Conclusion

Everybody joined the party, the ones too young to drive, the slightly older people, the vampires, farmers...

AYGO music has definitely made it into the minds … and bodies … of our target group.

Detailed infos

Car Dance Party by Toyota AYGO

ü Timing: June – September 2008

ü User Generated content: any car can be used!

ü Target Group: youngsters – 25

ü Communication plan: online + radio

ü 2 types of video’s:

ü Non assisted user generated movies

ü Assisted user generated movies: StuBru + Festivals

Partnership

Look and feel GarageTV.be

Look and feel GarageTV.be

Resultsviews of the movies according source

Spontaneous uploaded videos via online marketing generates highest factor # videos vs.views

Uploaded videos Views

ü Total 2.953 723.164

ü Via online: spontaneous 210 538.325

ü Via StuBru 65 120.302

ü Via Festivals 2.678 64.537

5% of the movies, before the !nal contest, were viewed remote: Embedded in blogs, facebook, netlog, …

CardancepartyViews of the movies

ResultsSent Newsletters & CTR

Results: detailed

ResultsBannering & CTR

Traf!c highs:

ü newsletters & bannering

ü Radio

ü Final contest:

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Newsletter + banners

Radio

ResultsPageviews on Cardanceparty.be

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Series 1

ResultsSource of traffic via Cardanceparty.be

Studio BrusselWhy StuBru?

Announcement: 2 – 8 june 2008

Event week: 9 – 13 june 2008

Voting: 16 & 17 june 2008

Final: 18 june 2008

Studio BrusselConcept

Studio BrusselNewsletter

Studio BrusselRegistration on website

Studio BrusselAnnoucement on radio & website

• Announcing spots

• Activation by Peter Van de Veire

• Activation by Siska

Studio BrusselEvent

Studio BrusselThe final Car Dance Battle

ResultsSource of traffic via StuBru

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