THE GLOBAL EXPERTS IN SOCIAL VIDEO ADVERTISING
In partnership with
CASE STUDY
TOYOTA GT86: THE REAL DEAL DECEMBER 2012
In partnership with
TOYOTA GT86: THE REAL DEAL
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.
THE OBJECTIVES
EBUZZING’S SOLUTION
• Use the launch of the GT86 model to drive positive sentiment and boost Toyota’s personality.
• The video was distributed across Ebuzzing’s premium publisher network and social gaming applications on Facebook using both a standard and expandable player.
• H elp drive sales of other Toyota models, particularly the Auris.
• P ublishers were encouraged to write about the car and video on their site.
• R aise awareness of the GT86 model and brand likeability.
• D elivery was optimised throughout the campaign by prioritising the vertical, video player and publishers that showed the best performance.
Brand Objectives
Campaign Objectives • M aximise views and completion rate of the 90-second GT89 ‘The Real Deal’ Video. • G enerate conversation and shares onto social platforms. • Drive viewers to the GT86 website. • M easure brand awareness, purchase intent and other key attitudes towards the Toyota brand as a result of the campaign.
THE HIGH COMPLETION AND INTERACTION RATES EXCEEDED OUR EXPECTATIONS AND INDUSTRY NORMS.” Pierre-Yves Moulin – ZenithOptimedia Worldwide
Case Study: Toyota GT86
2
In partnership with
AD EFFECTIVENESS STUDY METHODOLOGY
SUMMARY
Recruitment was done via an online panel, with a sample of 200 control and 200 exposed in the UK and France.
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 Effectiveness TOYOTA BRAND
47%
TARGET GROUP (ABC1 MALES): TOYOTA BRAND 37%
35%
34%
21%
17%
16%
47%
32%
19%
11%
10%
Unaided awareness (any mention)
Online ad awareness
Purchase intent
CONTROL
Unaided awareness (any mention)
EXPOSED
GT86 MODEL
Online ad awareness
ABC1 Males – CONTROL
Purchase intent
ABC1 Males – EXPOSED
TARGET GROUP (ABC1 MALES): GT86 MODEL
24%
37% 24%
18% 14% 6%
23%
12% 10%
6%
4%
Online ad awareness
28%
Message association with ‘The Real Deal’
Online ad awareness
Purchase intent
CONTROL
EXPOSED
Model favourability
Purchase intent
ABC1 Males – CONTROL
ABC1 Males – EXPOSED
United Kingdom Benchmarking 12% 10%
4%
6%
5% 3% 1%
Message Association
1%
Brand Purchase Intent
2%
1%
1%
Model Favourability
TOYOTA CAMPAIGN (UK)
1%
Model Purchase Intent
VIDEO NORMS
AUTOMOTIVE NORMS
All brand metrics in “The Real Deal” Campaign out performed automatic and video norms as measured by Millward Brown.
All data from Millward Brown Study, November 2012.
Case Study: Toyota GT86
3
In partnership with
France Effectiveness TOYOTA BRAND
TARGET GROUP (ABC1 MALES): TOYOTA BRAND 60%
53%
51%
46%
Brand favourability
Purchase intent
CONTROL
50%
46%
Brand favourability
Purchase intent
ABC1 Males – CONTROL
EXPOSED
GT86 MODEL
ABC1 Males – EXPOSED
TARGET GROUP (ABC1 MALES): GT86 MODEL
13%
6%
59%
53%
18%
12%
11%
8.9%
6.9% 3%
Online ad awareness
12%
8% 2.3%
Message association: ‘Le grand frisson’
3% Message association: “Le Grand Frisson”
Purchase intent
CONTROL
10%
Toyota GT86 brand favourability
ABC1 Males – CONTROL
EXPOSED
ABC1 Males – EXPOSED
France Benchmarking
9% 7% 4%
5% 2%
Message Association
6%
5% 1%
Brand Favourability
1%
2%
1%
Brand Purchase Intent
3% 1%
Model Favourability
TOYOTA CAMPAIGN (FR)
1%
1%
Model Purchase Intent
VIDEO NORMS
AUTOMOTIVE NORMS
All brand metrics in the “Le grand frission” Campaign out performed automatic and video norms as measured by Millward Brown.
All data from Millward Brown Study, November 2012.
Case Study: Toyota GT86
4
In partnership with
SUMMARY • 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. • P ositive 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%
1,066,667
1,484,048
€54,263
105,130
7.1%
10.09% 10.1%
France
VIDEO PERFORMANCE UK Views
Clicks
CTR
Share Rate
Expandable
406,014
34,398
85% 8.5%
1.1%
Standard
837,262
24,149
29% 2.9%
0.8%
Views
Clicks
CTR
428,009
67,161
15.93% 15.9%
1,043,170
3,6152
3.5%
France
Expandable Standard
Share Rate 5.00% 5% 2.2%
Case Study: Toyota GT86 5
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.
UK
NUMBER OF SHARES
FR
NUMBER OF SHARES
= 9,150
= 38,507
= 1,042
= 3,123
= 794
= 1,440
= 471
= 1,619
SENTIMENT: Positive 55%
SENTIMENT: Positive 85%
FOR MORE INFORMATION Please contact Rebecca Mahony, VP Global Marketing Email: rebecca.mahony@ebuzzing.com Tel:
+44 (0) 75955 99860
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