Case Study: The Toyota GT86 The Real Deal

THE GLOBAL EXPERTS IN SOCIAL VIDEO ADVERTISING

CASE STUDY

TOYOTA GT86: THE REAL DEALDECEMBER 2012

In partnership with

BACKGROUND

The Toyota GT86 is an entirely driver-orientated car featuring a low, highly aerodynamic body, making it the

world’s 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 Toyota’s 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 Toyota’s 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.

EBUZZING’S SOLUTION

• The video was distributed across Ebuzzing’s

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

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



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.

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


12%

3%

10%

TARGET GROUP (ABC1 MALES): GT86 MODEL

18%

Toyota GT86 brand favourability

Message association:“Le Grand Frisson”



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.

• 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%


10.1%

2.9%

8.5%

SUMMARY

In partnership with

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

Documents

Case Study: The Toyota GT86 The Real Deal