Media > Use of Media
EXPERIENCE IT
DENTSU, Tokyo / TOYOTA / 2006
Awards:
Overview
Credits
Overview
Audience
Businessmen, who tend to peruse them while commuting to work, primarily read sports papers. Because the featured topics of a given day frequently come up during business talks, we ran the ads on the morning of the day the featured sports events were scheduled in order to create a maximal ripple effect.
CommunicationGoal
This newspaper campaign supporting the Torino Winter Olympics was commissioned by Toyota. The purpose of these ads was to drum up support for the Olympics by letting readers experience for themselves the extraordinary performances of the winter athletes.
Effectiveness
This campaign had a positive effect on TV ratings. Most notably, 31.8% of viewers tuned in to watch a 6:00 AM broadcast of the Figure Skating competition (the average percentage for this hour is 6%). In addition, Toyota’s Brand Affinity ratings increased by 4% as a result of these ads.
Implementation
The sports categories selected for this campaign were Freestyle Moguls, Ski Jumping, Skeleton, and Figure Skating. An effort was made to transcend the two-dimensional world of the newspaper: How do we let the readers see through the eyes of the athletes? Categories and specific techniques were chosen after repeated discussions regarding visual impact, attraction for readers, etc.
MediaStrategy
The Japanese are sports-loving people, and they regard sports papers as a very familiar medium. This campaign drew much attention because it ran in sports papers rather than dailies (sports paper's readership increased during Olympic games). These innovative ads enabled readers to physically experience the athletes’ performances, therefore they made a strong impression on readers.
SpecialCredits
Advertiser'sSupervisor:Shiroyuki Dobashi
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