Brand Owner: Toyota Motor Corp.
Date: July-August 2005
Media Agency: MediaCom
Other Agency: Vangsgaard A/S
Media Owner: AFA JCDecaux
Locating moments in time when consumers have very little on their minds is increasingly difficult. Today's busy world provides fewer and fewer time slots that aren't jam-packed with to-do lists as well as a host of advertising activity.
Perhaps the one time when consumers exist in a state of strange suspension is during that other-worldly moment while awaiting for bags to arrive on the airport luggage carousel. There's also an added frisson of tension as they wonder whether their luggage has indeed been on the same flight.
Passengers at Danish airports on international flights this summer found that not only had their bags arrived but there was also a model of Toyota's Rav4 working its way round baggage reclaim.
The strategy enabled Toyota to hit its traveling target group -- who were identified as prioritizing family and holidays in addition to traveling for work. It also connected at a time when they were thinking about how they might get home from the airport. MediaCom also took the campaign a stage further by adding a response mechanism and allowing potential customers to book a test drive via SMS. Most passengers turn their cellphones on as soon as they get into the airport terminal so this was an ideal channel for instant response.
The campaign attracted a lot of attention, lots of pictures were taken and word of mouth was also strong. And most important of all, Toyota hit its sales target.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. www.csquared.cc