Cannes Lions

COROLLA RUMION

DENTSU, Tokyo / TOYOTA / 2009

Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Execution

By attaching the logo of a local supporting company to your car, the daily activities of commuting to work, shopping, going on dates, drives and other outings are turned into advertising activities for the local company, 24 hours a day for 90 days.Cars with logos of supporting companies naturally attract attention for the local company, but also draw attention to the Toyota vehicle as well as this new style of ad campaign.

Outcome

The campaign succeeded in reaching the young potential customer target, which was thought to have lost interest in cars. 65% of the target that did not have an interest in the car became interested, which is twice the effect of a normal campaign. The young potential customers showed their approval by enthusiastically posting more than 18,000 messages on the celebrity blogs as well as on their own blogs.

Similar Campaigns

12 items

3 Spikes Asia Awards
Golf Ad Break Championship

DDB, Sydney

Golf Ad Break Championship

2022, VOLKSWAGEN

(opens in a new tab)