Direct > Best Integrated Campaign

CLEAN MY RIDE

HAPPINESS BRUSSELS, Brussels / TOYOTA / 2011

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Overview

Credits

OVERVIEW

BriefWithProjectedOutcomes

Therefore, we organised 'Clean My Ride', the election of the most polluting car in Belgium. By destroying and replacing it for a new Auris Hybrid, we created a straightforward communication and message relevant for a broader audience.

ClientBriefOrObjective

We were asked to create awareness for the launch of the new Auris Hybrid and position the car as the most eco-friendly car in its segment.

Effectiveness

- 1.245 people registered their car.

- Belgium's most important newspapers and magazines announced and covered the stunt.

- More then 70.000 unique clicks on the minisite.

- The Auris Hybrid beat the sales objective by 400%.

- Belgium is ranked second in European Auris Hybrid sales. Not bad for a small country like Belgium.

- And most importantly, we made the most polluting car of Belgium disappear.

Relevancy

By creating the 'Clean My Ride' event and by communicating through large-scale media, we generated a lot of talk value for the launch of the new Auris Hybrid.The fact that all people in Belgium could participate generated a massive amount of interaction and interest for the new Auris Hybrid and the event itself.

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