the toyota gt86: the real deal case study
DESCRIPTION
Ebuzzing Social's case study on the Toyota GT86: The Real Deal campaignTRANSCRIPT
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THE GLOBAL EXPERTS IN SOCIAL VIDEO ADVERTISING
CASE STUDY
TOYOTA GT86: THE REAL DEALDECEMBER 2012
In partnership with
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BACKGROUND
The Toyota GT86 is an entirely driver-orientated car featuring a low, highly aerodynamic body, making it the
worlds most compact four-seat sports car.
Developed to give drivers the pure joy of a classic sports car experience, the GT86 is a nod to Toyotas long
heritage of creating iconic sports cars.
The designers and the chief engineer set out to create a car with one overriding goal in mind it should be a
car that was fun to drive.
TOYOTA GT86: THE REAL DEAL
THE OBJECTIVES
Brand Objectives
Use the launch of the GT86 model to drive
positive sentiment and boost Toyotas personality.
Help drive sales of other Toyota models,
particularly the Auris.
Raise awareness of the GT86 model and
brand likeability.
Campaign Objectives
Maximise views and completion rate of the
90-second GT89 The Real Deal Video.
Generate conversation and shares onto
social platforms.
Drive viewers to the GT86 website.
Measure brand awareness, purchase intent
and other key attitudes towards the Toyota
brand as a result of the campaign.
EBUZZINGS SOLUTION
The video was distributed across Ebuzzings
premium publisher network and social gaming
applications on Facebook using both a standard
and expandable player.
Publishers were encouraged to write about the
car and video on their site.
Delivery was optimised throughout the campaign
by prioritising the vertical, video player and
publishers that showed the best performance.
Case Study: Toyota GT86 2
In partnership with
THE HIGH COMPLETION AND INTERACTION RATES EXCEEDED OUR EXPECTATIONS AND
INDUSTRY NORMS.
Pierre-Yves Moulin ZenithOptimedia Worldwide
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METHODOLOGY
Recruitment was done via an online panel, with a
sample of 200 control and 200 exposed in the UK
and France.
SUMMARY
The campaign drove a significant increase in
unaided brand awareness, online awareness and
purchase intent for the Toyota brand. The GT86
model in particular enjoyed an increase in online
ad awareness, association with the Real Deal /
Le grand frisson message and perception of the
GT86 as a superior car to other models.
United Kingdom Benchmarking
AD EFFECTIVENESS STUDY
United Kingdom Effectiveness
17%16%10%
34% 35%
TOYOTA BRAND 47%
Purchase intentOnline ad awarenessUnaided awareness (any mention)
CONTROL EXPOSED
4%
24%
6%
14%12%
GT86 MODEL
18%
Purchase intentMessage association with The Real Deal
Online ad awareness
CONTROL EXPOSED
19%21%
11%
37%32%
TARGET GROUP (ABC1 MALES): TOYOTA BRAND47%
Purchase intentOnline ad awarenessUnaided awareness(any mention)
ABC1 Males CONTROL ABC1 Males EXPOSED
28%24%
6%
37%
10%
TARGET GROUP (ABC1 MALES): GT86 MODEL
23%
Purchase intentModel favourabilityOnline ad awareness
ABC1 Males CONTROL ABC1 Males EXPOSED
Case Study: Toyota GT86 3
In partnership with
All data from Millward Brown Study, November 2012.
5%4%
10%
1%1%
12%
1%2%
3%
1%1%
6%
Model Purchase IntentModel Favourability Brand Purchase IntentMessage Association
AUTOMOTIVE NORMSTOYOTA CAMPAIGN (UK) VIDEO NORMS
All brand metrics in The Real Deal Campaign out performed automatic and video norms as measured by
Millward Brown.
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France Benchmarking
France Effectiveness
60%53%
46%51%
TOYOTA BRAND
Purchase intentBrand favourability
CONTROL EXPOSED
13%
6.9%
3%
12%
6%
8.9% 8%
11%
2.3%
GT86 MODEL
Purchase intentMessage association: Le grand frisson
Online adawareness
CONTROL EXPOSED
59%53%
46%
TARGET GROUP (ABC1 MALES): TOYOTA BRAND
50%
Purchase intentBrand favourability
ABC1 Males CONTROL ABC1 Males EXPOSED
12%
3%
10%
TARGET GROUP (ABC1 MALES): GT86 MODEL
18%
Toyota GT86 brand favourability
Message association:Le Grand Frisson
ABC1 Males CONTROL ABC1 Males EXPOSED
Case Study: Toyota GT86 4
In partnership with
All data from Millward Brown Study, November 2012.
5%4%
9%
1%2%
7%
1%1%
5%
1%2%
6%
1%1%
3%
Model Purchase IntentModel Favourability Brand Purchase IntentBrand Favourability Message Association
AUTOMOTIVE NORMSTOYOTA CAMPAIGN (FR) VIDEO NORMS
All brand metrics in the Le grand frission Campaign out performed automatic and video norms as measured
by Millward Brown.
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In both the UK and France, Toyota saw a high level of audience engagement with the video.
Previous automotive campaigns resulted in an average 3.4% CTR rate. The Toyota campaign resulted
in an above average CTR benchmark of 4.7% in the UK and 7.1% in France.
Positive sentiment was predominant in both countries with 55% of comments in the UK being positive
and 85% positive in France.
The campaigns over-delivered in both countries, with an extra 340,000 views in the UK and 417,000
extra in France.
CAMPAIGN DETAILS
Country Booked Views
Delivered Views
Earned media value
Clicks CTR Interaction Rate
UK 881,030 1,225,207 48,643 59,145 4.7% 5.6%
France 1,066,667 1,484,048 54,263 105,130 7.1% 10.09%
VIDEO PERFORMANCE
UK
Views Clicks CTR Share Rate
Expandable 406,014 34,398 85% 1.1%
Standard 837,262 24,149 29% 0.8%
France
Views Clicks CTR Share Rate
Expandable 428,009 67,161 15.93% 5.00%
Standard 1,043,170 3,6152 3.5% 2.2%
15.9% 5%
Case Study: Toyota GT86 5
10.1%
2.9%
8.5%
SUMMARY
In partnership with
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ENGAGEMENT
In the UK the video was shared 11,462 times and tweeted about 311 times, while in France the video
was shared 44,609 times and tweeted about 57 times.
FOR MORE INFORMATION
Please contact Rebecca Mahony, VP Global Marketing
Email: [email protected]
Tel: +44 (0) 75955 99860
WWW.EBUZZING.COM
THE GLOBAL EXPERTS IN SOCIAL VIDEO ADVERTISING
LONDON NEW YORK PARIS MILAN ROME HAMBURG DUSSELDORF MADRID TOULOUSE CASABLANCA DUBAI LUXEMBOURG
UK NUMBER OF SHARES FR NUMBER OF SHARES
= 9,150
= 1,042
= 794
= 471
= 38,507
= 3,123
= 1,440
= 1,619
SENTIMENT: Positive 55% SENTIMENT: Positive 85%
In partnership with