Eurobest

As I Really Am

THE&PARTNERSHIP ITALY, Rome / TOYOTA / 2018

Awards:

1 Shortlisted
Presentation Image
Case Film
Presentation Image

Overview

Entries

Credits

Overview

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.

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

Outcome

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%.

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