Cannes Lions
SAATCHI & SAATCHI LOS ANGELES, Los Angeles / TOYOTA / 2002
Overview
Entries
Credits
Description
Build a database of ‘hand-raisers’ seeking more information about the new Toyota Matrix.Reach the active, forward-thinking consumer who is more interested in ‘participating’ than ‘watching’. The Studio Matrix video mixer application put participants in the director’s chair, allowing them to create their own Toyota Matrix music video. Participants mixed video clips, photographs, music and special effects to create a unique video that featured the Toyota Matrix. All submitted videos could be emailed to friends who were, in turn, invited to mix their own and vote for the best. The videos with the most votes advanced to the finals, where one video was selected as best of show and won a Toyota Matrix. This voting system provided a significant viral aspect to the campaign.Prior to the Toyota Studio Matrix, no advertiser on the Internet offered users the opportunity to create their own music videos. It was also a first for many sites to allow an advertiser such deep integration (i.e. top-level navigation links, video mixer “hosted” within site frameset). Direct links incorporated into the main site navigation ensured the campaign did not rely on clicks from advertisements in order to get users involved. The media team was responsible for suggesting syndication of the Studio Matrix application on partner sites (MP3, GetMusic, RollingStone, Launch), instead of relying solely on ad unit click-throughs to drive traffic to Toyota.com. As a result:Qualified ‘hand-raiser totals exceeded Toyota’s goal by 45%.The number of participants was over 500% higher via content integration than if traffic was driven via online ads alone.Users interacted with the Toyota brand twice as long as they would on Toyota.com and 28 times longer than with a standard television spot.PR surrounding the video mixer appeared in AdWeek, MediaWeek and AdAge. Through true content integration, Saatchi/Toyota was able to leverage the Internet’s ability to engage the consumer by creating an ‘experience’ rather than solely buying advertising space. A new delivery method was chosen due to the steady decline in ad unit click-through rates. What separates Studio Matrix from other online media campaigns is the fact that it involved syndicating an application, as content, on top-rated music web sites. This not only provided relevant placement for Toyota, but also created an opportunity to add value to the consumer’s online experience.
Execution
The media team was responsible for suggesting syndication of the Studio Matrix application on partner sites (MP3, GetMusic, RollingStone, Launch), instead of relying solely on ad unit click-throughs to drive traffic to Toyota.com. As a result:Qualified ‘hand-raiser totals exceeded Toyota’s goal by 45%.The number of participants was over 500% higher via content integration than if traffic was driven via online ads alone.Users interacted with the Toyota brand twice as long as they would on Toyota.com and 28 times longer than with a standard television spot.PR surrounding the video mixer appeared in AdWeek, MediaWeek and AdAge.
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