THE&PARTNERSHIP ITALY, Rome / TOYOTA / 2018
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.
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
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
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%.