Toyota targets youth with personalised rap videos
By Alex Brownsell, marketingmagazine.co.uk, Friday, 06 January 2012 09:00AM
Toyota is looking to extend its animated campaign for its Yaris model into the social media arena, as it looks to create a "deeper relationship" with younger drivers.
Toyota: creates personalised music videos
The Japanese manufacturer last year launched its 'Outsmart life' campaign for Yaris starring animated rapper Gadget and puppet character Slick, with music-themed clips focusing on technological benefits of the model.
Toyota is now set to expand the campaign with a 'Shout out' Facebook and YouTube promotion in which consumers will be able to have personalised music videos recorded for them.
Users are invited to suggest things that frustrate them in daily life, and from 12 January the best tracks will be performed by Gadget and Slick on Toyota’s Facebook and YouTube. The campaign has been created by Saatchi & Saatchi.
Lisa Fielden, brand and digital marketing manager at Toyota, said: "The 'Gadget Guy' TV creative has made an impact in the conversations of our target audience.
"[The new activity] takes this a step further, giving them a great piece of content that is both fun and sharable."
This article was first published on marketingmagazine.co.uk
Related articles
- Toyota looks to revive sports car positioning with GT86 ad
- Toyota launches YouTube car configurator
- The Year Ahead for ... Technology
- Toyota launches Social Snap Shot app for the busy
- Toyota targets younger drivers with £7.5m Yaris push
- Toyota named greenest brand in the world
- Toyota unveils 'Toyota Friend' in-car social networking
Additional Information
Campaign Jobs
- Digital Account Director - Creative Agency - London Sphere Digital 50-70k +bonus +benefits, London, South East
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Digital Project Manager Blue Skies Marketing Recruitment GBP28000 per annum, London
- Marketing Assistant Propel £25000 - £30000 per annum + benefits, City of London
- Project Manager, integrated marketing & design agency Gabriele Skelton £30000 - £35000 per annum, London
Most viewed
Most commented
-
The console is dead: The Socialisation of Gaming
The games console as we know it is dead. When Microsoft unveiled the Xbox One earlier this week, it was clear that this was more than a device that would enable you to play Call of Duty or FIFA – this was, in Microsoft’s own words, “an all-in-one home entertainment system”.
