Cannes Lions

TOYOTA YARIS X LINE RANGERS

MEDIA PALETTE (TAIWAN), Taipei / TOYOTA / 2015

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Overview

Entries

Credits

Overview

Execution

Online media:

1. Co-branded characters placement in LINE game: It was an innovative promotion scheme, especially as we combined two famous brands together.

2. Exclusive but free co-branded LINE stickers: LINE users could use the stickers to communicate with their friends, increasing media exposure opportunities.

3. Official website: People could interact on TOYOTA’s official website for a chance to win a new car.

Offline media:

1. TV/Newspaper/Magazine: We showed co-branded TOYOTA YARiS with LINE characters exclusive scotchprint (car stickers) at the launch press conference, triggering a great discussion among consumers.

2. Outdoor event: We ran flash mob activities and invited people to take photos with LINE characters and TOYOTA YARiS.

We merged online and offline media together to enhance the impact and exposure opportunities to our target audience.

Outcome

1. Although there were many different and new mobile games released in the market every day, people had weak loyalties to most mobile games. We still achieved our goal. During the campaign launch period, we won over 4 million new players for LINE RANGERS, bringing this popular game to a new milestone.

2. In the diverse LINE sticker market, we successfully attracted users’ attention to use our co-branded stickers - more than 2 million downloads of co-branded LINE stickers in one month.

3. Over 112,000 people joined the flash mob activities. Most of the participants took pictures with TOYOTA YARiS and LINE characters, sharing on their social websites with their friends, increasing the media exposure fast.

4. We successfully shortened the distance between TOYOTA YARiS X LINE RANGERS and young people. And young people owned a higher and more positive brand recognition towards these two brands.

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