Media > Use of Media
TOP TO BOTTOM OFF ROAD
SAATCHI & SAATCHI NEW ZEALAND, Auckland / TOYOTA / 2012
Awards:
Overview
Credits
Overview
Effectiveness
Over 19 days we achieved 2,100,471 post views; with 5,121 people engaged on-site and 9,008 active Facebook fans. We generated $145,144 worth of free media, or six times the amount spent on paid media.
FJ Cruiser sales were 8.9% ahead of target to campaign end. Our client's $250,000 campaign-spend translated into an ROI of 735%, worth nearly $4 million of sales.
The campaign spurred-on an impromptu convoy of over 100 Land Cruisers, Harper Collins published a book about the journey, and a US FJ Cruiser magazine is going 'Bottom to Top' as a follow-on.
Execution
The FJ Cruiser's 'legendary' status called for an idea where the vehicle did something interesting and exciting to engage customers and acquisitions alike. Something that would provide 'real world' proof of its off-road credentials.
Most importantly, we wanted an idea in which people could actively participate, rather than an idea that just told people that FJ is tough, rugged and powerful.We didn’t want to talk about ‘legendary’. We wanted to show it. And we wanted Kiwis to come along for the ride, experiencing every jump, bump and 40-degree incline with us.We developed a media-hub that empowered people to 'remote control' the FJ. This created a near-real-time feedback-loop with those interacting: co-ordinating live updates from the FJ, 'Help Marc' suggestions, tweets, video, radio, photos, FJ-community stories, Dealer Checkpoints and GPS data.
Strategy
Our core objective was to re-invigorate the Land Cruiser brand, and increase projected sales. We would do this by convincing New Zealanders that the new FJ isn't a 'show-pony', but can handle rugged off-roading.
Over the course of 19 days we aimed to:1. Get existing and potential owners actively engaged in the Land Cruiser brand using the Toyota FJ2. Convert this into strong consideration, investigation and sales for the Toyota FJ3. Reconnect the Toyota New Zealand brand to its heartland customers.The idea of ex-All Black Marc Ellis driving the length of the country, 'Top to Bottom' off-road in the FJ was the easy part. The real task was, 'How?'Our breakthrough was the decision to recruit 'facebook navigators', who would direct Marc on his journey.
More Entries from Best Use of Social Media Marketing in Media
24 items
More Entries from SAATCHI & SAATCHI NEW ZEALAND
24 items
