TOYOTA HYBRID SEARCH ENGINE
| Title | TOYOTA HYBRID SEARCH ENGINE |
| Brand | TOYOTA ESPAÑA |
| Product/Service | TOYOTA HYBRID RANGE |
| Category |
B04. Use of Digital Content |
|
Media Agency 2
|
OPTIMEDIA Madrid, SPAIN
|
|
Entrant Company
|
OPTIMEDIA Madrid, SPAIN
|
|
Media Agency
|
OPTIMEDIA Madrid, SPAIN
|
Credits
| Carlos Casado |
Optimedia |
Director General Newcast |
| Antonio Bermúdez de Castro |
Optimedia |
Director Servicios al Cliente |
| Javier Roldán |
Optimedia |
Director Creativo |
| Kiko Fuentes |
Optimedia |
Director de Contenidos |
Brief Explanation
There is no stronger touchpoint than the recommendations of people like us. We trust the opinions of real users far more than conventional advertising messages.
We also know that video testimonials are more convincing than anything else.
And, in Toyota we know that there's no better brand advocate than our own satisfied, happy clients, so why not give them the word?
Results and Effectiveness
Over 2.500 videos uploaded
Online campaign reach : 71% of core target (source the Agency)
Visits to dealers: 40% increase (source Toyota April - March 2015)
Visits vs sales conversion rate +85% (source Toyota April - March 2015)
Toyota Hybrid sales +52% (source Toyota)
Creative Execution
Our search engine provides quick access to opinions on the different subjects which potential buyers are looking for: driving experience, economy, technology, eco friendliness...
We run a display campaign with different visuals for the complete Hybrid range And retargeted users who had shown interest in each of the Toyota models sending them to the video platform so they could consult hundreds of different opinions generating a customized communication experience in a key moment of the consumer journey.
Our platform is also integrated into Toyota’s digital ecosystem: the visitors of our web are retargeted and impacted by dynamic ads.
Insights, Strategy and the Idea
Our target is potential car buyers in the process of considering options for their next vehicle.
We communicated directly with the more than 30.000 Toyota Hybrid drivers across Spain, and invited them to share their experience on video.
We then uploaded their submissions to a specially developed platform in which each short video is tagged and classified.