Direct > Best Integrated Campaign
HAPPINESS BRUSSELS, Brussels / TOYOTA / 2011
Overview
Credits
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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