The red carpet is all about fashion and we wanted to hijack the press’s attention and make them talk about the Toyota Camry in an organic way. We decided to make a jacket made with the interior leather of a Toyota Camry and had a celebrity walk the red carpet wearing it. So when the inevitable question came up “Who are you wearing?” “Toyota Camry” was the answer.

We hired designer Kathy Kopp, Shakira’s head of design, to tailor a jacket from the actual interior of the Toyota Camry. The designer got inspired by the stitching, curbs, textures and colors to craft this highly fashionable garment.

She worked on the prototype for 2 weeks and had it custom made to fit the celebrity to perfection. Toyota Camry became center of attention when reporters asked the celebrity “Who are you wearing”

In pre/post campaign tracking (of which this was one of many executional elements), we enjoyed a 6-percentage point increase on “makes me more interested in Camry”, and a 7-point increase on “has attractive styling.”

The activation also earned media exposure valued at $1.2MM U.S. from a one day event.

In addition, for an event that has only 350+ in attendance we were able to garner over 68M+ impressions via broadcast and print coverage including the two networks showcasing best dressed list for the event. And from a digital perspective video was most successful at driving engagement and conversions and delivered nearly half of the clicks

• (CTR) Click Through Rate (3.53%) 9% higher than 2.50% benchmark

• (TTR) Total Traffic Rate (1.41%) 22% higher than 1.15% benchmark

• (QTR) Quality Traffic Rate (.193%) 60X higher than .003% benchmarks

• Display Delivered 63% of campaign impressions and provided lower funnel activities on both Camry and Corolla