| Title | ONE RESULT GOOGLE SEARCH |
| Brand | TOYOTA DK |
| Product/Service | TOYOTA HYBRID |
| Category |
A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
SAATCHI & SAATCHI Copenhagen, DENMARK
|
|
Advertising Agency
|
SAATCHI & SAATCHI Copenhagen, DENMARK
|
|
Media Agency
|
MEDIABROKER Copenhagen, DENMARK
|
|
Production Company
|
SEARCUS Copenhagen, DENMARK
|
Credits
| Jason Mendes |
Saatchi/Saatchi Nordics |
Executive Creative Director |
| Regner Lotz |
Saatchi/Saatchi Nordics |
Creative |
| Jesper Isholm |
Saatchi/Saatchi Nordics |
Creative |
| Rikke Wichmann Bruun |
Saatchi/Saatchi Nordics |
Account Director |
| Jacob Hagemann |
Searcus |
Technique |
| Neela Menik Wedage |
Saatchi/Saatchi DK |
Editor/Animation |
| Camilla Berlick |
Saatchi/Saatchi DK |
Editor/Animation |
| Martin Gjerløff |
Saatchi/Saatchi DK |
Strategic Director |
The Brief
The brief: Use Toyota Hybrid's USP's to raise awareness of Toyota's innovative Hybrid
technology in Denmark and drive Traffic to www.toyota,dk. With a fixed budget, which was very tight.
Agency Insight:
Today, most people start their search for a new car online, so that's were we started.
Agency Idea:
With so many unique USP'S, when it comes to Hybrid, there should only be one choice. Toyota.
Describe how the promotion developed from concept to implementation
Execution:
We Googled exact sentences about hybrid cars that would come up with 0 results. Then we
constructed unique Toyota web pages containing these exact sentences allowing Google to automatically index
them.
Now there was only one result. Toyota Hybrid.
We then used print ads and banner ads inviting people search Google for our sentences.
Response: We had to run new headlines every two days as lots of people, not only went to Toyota Hybrid but started blogging about the campaign, thus creating more than one result. By running a new headline every two days we were able to stay ahead of Google's automatic indexing and maintain only one result when our newspaper ads ran.
Describe the success of the promotion with both client and consumer including some quantifiable results
Traffic to Toyota's Hybrid pages was up on average 294% ... and sales were up almost 100% for the 3 mths the campaign ran.
For a tiny budget that was a remarkable return.
Explain why the method of promotion was most relevant to the product or service
It was relevant because people start their search for new cars online, no where else ... and
because we added a digital element to the campaign we drove people directly to where they
begin, on google, making our point right before their eyes and controlling where the went from
there.
It's appropriate because a digital platform is the most technologically advanced medium in advertising, by playing with that and using it to our advantage, it sat comfortably with one of the most technologically advanced cars in the world.
And using google this way, to our knowledge, has never been done before.