Cinema revs up Toyota's incremental reach
•Télécharger en tant que PPT, PDF•
0 j'aime•348 vues
Toyota have been running heavyweight TV campaigns for the Yaris model over the past year. From January to March 2012, Toyota launched their new ‘Gadget Guy’ creative on cinema using an Audience Garentuee Pacakage. The campaign was a great success and Toyota saw increased brand and purchase consideration amongst cinemagoers.
Recommandé
Contenu connexe
Plus de Digital Cinema Media (DCM)
Plus de Digital Cinema Media (DCM) (20)
Dernier
Dernier (20)
Cinema revs up Toyota's incremental reach
- 1. CINEMA CAN ADD INCREMENTAL REACH TO YOUR CAMPAIGN TOYOTA YARIS ‘GADGET GUY’ APRIL 2012 DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
- 2. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDY METHODOLOGY BACKGROUND: Toyota had been running heavy weight campaign on TV for the Yaris model in the past year. In Jan – Mar 2012, Toyota launched their new ‘Gadget Guy’ creative on cinema from 13th Jan – 22th Mar 2012 in an AGP pack. RESEARCH OBJECTIVES: • To ascertain what impact, if any, cinema had on the KPI’s of the campaign: › Ad recall › Brand attribution › Deeper message takeout › Brand image • To investigate if cinema added any incremental reach METHODOLOGY & SAMPLE : • Fieldwork : 20th Feb – 4th Mar 2012 • Online survey using Toyota brand tracker with an added cinema booster › Cinemagoers: People who HAVE been to cinema in the last week › Control cell: Non-cinemagoers who HAVE NOT been to the cinema to see one of the films listed Source : DCM / Ipsos Mori CT 2012 Cinemagoer (n=200) | Control Cell (n=99)
- 3. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDY CINEMA IS SUCCESSFUL IN REACHING A YOUNGER MORE AFFLUENT AUDIENCE DEMOGRAPHIC REACH Source: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study Base: Cinema goers (228), Control cell (89)
- 4. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDY “GADGET GUY” WAS THE ONLY YARIS CREATIVE TO INCLUDE CINEMA ON ITS MEDIA PLAN 2ND BURST TOTAL TVR COUNTS TVR COUNTS Cinema advertising ran during the 2nd 382 751 burst of the NG Yaris 21.2m campaign (Cin Adms) 232 232 202 n/a Source: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study Base: Cinema goers (228), Control cell (89)
- 5. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDY HIGHER RECALL OF GADGET GUY CREATIVE AMONGST CINEMAGOERS AD RECOGNITION Source: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study Base: All Wave 48 (602), Cinema Goers (228)
- 6. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDY GADGET GUY CREATIVE WAS SIGNIFICANTLY MORE APPEALLING TOWARDS CINEMA CELL AD DIAGNOSTICS: ‘GADGET GUY’ RECOGNISERS Competitor Non-Cinemagoer Average Cinemagoer 60% 56% 49% 46% 29% 36% Significantly higher than Significantly higher than Source: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study competitor average non-cinemagoers Base: Cinema Goers (130), Non-cinemagoers (31)
- 7. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDY CINEMA DRIVING PURCHASE CONSIDERATION AND WORD OF MOUTH FOR TOYOTA YARIS AD DIAGNOSTICS: ‘GADGET GUY’ RECOGNISERS Competitor Non-Cinemagoer Average Cinemagoer 40% 36% 37% 50% 54% Significantly higher than Significantly higher than Source: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study competitor average non-cinemagoers Base: Cinema Goers (130), Non-cinemagoers (31)
- 8. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDY INCREASED BRAND CONSIDERATION AMONGST CINEMAGOERS TOTAL SERIOUS CONSIDERATION (TOP 10) Significantly higher than Significantly lower than Source: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study non-cinemagoers non-cinemagoers Base: Cinemagoers (228), Non-cinemagoers (89)
- 9. APRIL 2012 : TOYOTA YARIS ‘GADGET GUY’ CASE STUDY WHAT WAS IT THAT YOU HAVE SEEN, READ, OR HEARD OTHER PEOPLE SAYING ABOUT TOYOTA? TOP 10 SPONTANEOUS RECALL Non-cinemagoers Cinemagoers Base 88 228 Reliable 9% 15% Have heard good things about them / recommended by friends, family 5% 14% etc Good quality / good car 8% 11% Solid / good build quality 5% 6% Being re-called 11% 5% Innovative 2% 5% Good value for money / reasonably priced 5% 5% Mixed reports / heard good and bad things /Know nothing / very little about Toyota 0% 5% Good (unspec.) 2% 5% TV advertising (non sponsorship) 4% 5% Source: Ipsos Mori | Fieldwork 20.02.12 – 4.03.12 | Toyota Yaris Case study Significantly higher than non-cinemagoers Base: Cinema goers (228), Control cell (89)
- 10. THANK YOU DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
Notes de l'éditeur
- Toyota as a brand is positioned as a ‘challenger’. 11% of their customers are viewed a committed, whilst 89% are not. Yaris is a ‘volume hero’, designed to grow Toyota’s share in a static market.
- This campaign was intended to shift perceptions away from ‘security’ towards ‘enjoyment’.
- According to their own marketing team, Toyota suffer from being identified as a brand for older consumers – a safe (the braking issues of 2010 notwithstanding) yet unremarkable brand bought by consumers for whom style is not a concern. Essentially function over desirability, which creates an atmosphere of apathy towards the brands, and increases the likelihood of a competitor turning the heads of their current customers.. The creative execution for the Yaris was designed to build on the associations they’ve made with a younger audience through their Aygo T4 sponsorship. Cinema was included on the plan to deliver Toyota’s message to this younger, upmarket audience.
- The Cinema ad had quite a job to do in terms of cutting through to add something to the second burst of an already heavyweight TV campaign. Toyota Yaris’ other creative executions – Hungry Girlfriend and Monster Truck – were significantly lighter weight.
- A greater proportion of Cinemagoers recognised the ad both from stills and from the full ad, giving them a recall score 8 points higher than the control group.
- Bearing in mind how heavyweight the TV campaign was – and that the Cinema activity didn’t begin until the second burst – the performance of the ad in Cinema is remarkable. To “really stand out as different advertising” is testament to a strong creative and the environment – with significant advances on both the perceptions of the Control group and the competitor average. Indeed, on every measure the Cinemagoers rated the ad more positively than non-Cinemagoers, and higher than the competitor average.
- Having previously established the strong levels of recall amongst younger age groups (under 45s), that the ad delivered “relevant and interesting things”, “makes the Yaris more desirable” and “gives good reasons to consider Toyota” this counts as a job well done by Cinema.
- Shifting brand perceptions is not an easy task, and certainly doesn’t happen overnight (at least not in a positive way!) The higher brand consideration scores amongst Cinema-goers is positive if not significant. If we split the data to look at u45 Cinemagoers however, I would wager that this difference would be more exaggerated. Also, note how positive the consideration of Audi was bearing in mind the activity they’ve run with us around their compact model.
- Positive endorsement by word of mouth from people you trust is one of the most powerful persuaders when it comes to considering a brand. A lack of recognition of the product being recalled following faulty brakes / accelerators is interesting, and may be down to the fact that – in the main - Cinemagoers have not been Toyota customers previously, and thus might not have registered the news.
- In summary… The campaign did exactly what it was designed to: brought Toyota’s message to a younger audience – hence helping them potentially drive share in a stagnant market. The Cinemagoing audience were warm towards the brand, and importantly associated it with the more dynamic values Toyota was aiming to position itself alongside.