Title	AS I REALLY AM
Brand	TOYOTA MOTOR ITALY
Product/Service	TOYOTA
Category	B08. Use of Celebrity, Influencers & Key Opinion Leaders
Entrant	THE&PARTNERSHIP ITALY Rome, ITALY
Idea Creation	THE&PARTNERSHIP ITALY Rome, ITALY
Media Placement	THE&PARTNERSHIP ITALY Rome, ITALY
PR	THE&PARTNERSHIP ITALY Rome, ITALY
Production	FILMMASTER Milan, ITALY

Name	Company	Position
Fabrizio Caperna	The&Partnership	Creative Director
Giambattista Menna	The&Partnership	Senior Art Director
Roberto Ottolino	The&Partnership	Senior Copywriter
Eugenio Chiapparelli	The&Partnership	Senior Art Director
Luca Scarponi	The&Partnership	Senior Copywriter
Erwin Corio Flores	The&Partnership	Planning Director
Cristiano Casassa Mont	The&Partnership	Business Director
Marco Marinucci	The&Partnership	Account Director
Paola Giordo	The&Partnership	Account Supervisor
Serena Giovinazzo	The&Partnership	Account Manager
Federica Pasculli	The&Partnership	Project Manager
Cecilia Barberis	The&Partnership	Agency Producer
Lorenzo Cefis	Filmmaster Productions	Executive Producer
Nicole Lord	Filmmaster Productions	Producer
Philippe Tempelman	Indio	Film Director
Johan Wik	Indio	Editor
Pat Scola	Pat Scola	Director of Photography
Tom Poole	Company 3	Colourist
Håkan Eriksson	Håkan Eriksson	Musician

Why is this work relevant for PR?

The campaign introduces Toyota's brand shift from a traditional car manufacturer to a global mobility enabler. The message is driven through a global partnership with the Olympic and Paralympic Committees, with which the company shares a relevant set of values: constant improvement, teamwork, respect for others. We needed to make this change while building on Toyota's heritage: kaizen, (meaning "constant improvement" in Japanese), teamwork, respect for others, are perfectly in line with the Olympic, and especially Paralympic, philosophy. Hence, the campaign was extended to the Public Relations discipline through a multi-channel approach, in order to resonate on an institutional level.

Background

The "Start Your Impossible" Olympics and Paralympics campaign is the biggest global effort ever made by Toyota Motor Company to shift the brand perception from a rational brand of 'car manufacturers' to a global leader in the wider field of human mobility. The campaign introduces Toyota's brand shift from a traditional car manufacturer to a global mobility enabler. The message is driven through a global partnership with the Olympic and Paralympic Committees, with which the company shares a relevant set of values: constant improvement, teamwork, respect for others. A local execution of the campaign was required to amplify the message in the Italian market. With this brief we were aiming to bring an otherwise very high brow campaign closer to Italian audiences, making the global message resonate through a very well-known story in Italy. We wanted to drive Brand Love metrics and, ultimately, to increase Toyota's Brand meaningfulness value.

Describe the creative idea

The starting point of the idea is the iconic Italian Paralympic fencer Beatrice "Bebe" Vio, who lost all four limbs when she was just eleven but eventually rose to the status of gold medalist at the 2016 Rio Olympics. As Bebe is currently extremely popular in Italy, the script focused on a still unknown side of her life, in order to unveil a secret, powerful aspect of her personality. In fact, at night most people dream at night of being different people, because they believe this will help them overcome some limits. Bebe, instead, dreams of being exactly what she is, because what happened to her has allowed her to obtain the impossible: becoming an Olympic champion. To maximise the emotional impact of the message, an original music score was purposely composed and performed by a string quintet.

Describe the strategy

The target audience is mainstream, all ages, all walks of life. 2 week launch campaign on Mediaset, leading TV broadcaster in Italy 60” TVC Roadblock in Prime Time reaching 25% of All Italians on Day 1 63% of GRP aired in PT in Top Entertainment and News programs Almost 50% of GRP aired in Premium position over 230 M gross contacts Main News & Sports Sites with high impact units Record high Engagement rates VTR 63% & CTR 22% on video pre-roll over 11 M impressions Page Post & Canvas video on FB & IG Stories 2,8 M actions (like, share, comment, click, reactions) over 14 M unique users The campaign was featured across numerous industry (comms and automotive) channels and online publications, making heralding the link between the global campaign, Start Your Impossible, and the local spin through Bebe Vio personal social profiles.

Describe the execution

TV Campaign 28 Jan: main film premiered on evening prime time 28 Jan-10 Feb: first TV flight 4 Mar-17 Mar: second TV flight 22 Apr-12 May: third TV flight Digital Campaign 27-28 Jan: teaser phase with three cinemagraphs on FB and IG 28 Jan-3 Mar: main film published and sponsored on all Toyota socials 13 Feb-11 Mar: canvas sponsored on FB and IG 28 Feb-11 Mar: sponsored IG stories with Bebe answering her fans' frequent questions 05 Mar-18 Mar: vertical film launched to celebrate Bebe's birthday and sponsored on all Toyota socials 21 Mar-29 Mar: official full main film soundtrack published on FB and YT 27 Mar-29 Mar: main film official backstage published on FB and YT

List the results

The campaign in its entirety achieved 288 million impressions, achieving 39 million video views. The website traffic during the airing increased by 20%. The positive sentiment towards the Toyota brand increased + 85% and, most importantly, Brand Love, an important driver of meaningfulness, increased by 11%.