International Campaign

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Toyota We Choose Hybrid

Hybrid vehicles remain a hard sale. Despite financial incentives, the overwhelming majority of car purchasers either stick with petrol or postpone their purchase altogether. Toyota wanted to delve deeper into barriers to adoption. It combined behavioural data from GroupM’s proprietary data platform with bespoke survey data, matched at an individual ID level to create a unifying platform, ‘We Choose Hybrid’.

This audience data first approach meant that Toyota could create more than 500 assets from a carefully planned shoot and local adaptation. Content could then be used across broadcast, VOD, cinema, OOH, print, radio and digital.

‘We Choose Hybrid’ could be tailored to each purchase barrier, serving messages dynamically depending on the target audience’s particular need. Examples of messages created include: ‘We Choose Style’ to ‘We Choose £299 a Month.’ Geofenced mobile was used to run a topical message on air pollution levels in the London, while digital and print executions in Denmark also reacted to changes in legislation to promote the specific benefits of hybrid powertrains. Within three months of the campaign, results included an increase in Toyota hybrid search terms by 57%, while Toyota’s image of being the ‘hybrid leader’ consistently trended up and the brand says it achieved record hybrid sales.

Silver
MullenLowe MediaHub
Beating the odds to deliver a digital-first Winter Olympics - Eurosport Eurosport wanted to promote its standing as a top-level direct to consumer paid-subscription streaming service. The Winter Olympics was the big opportunity to get sports fans thinking differently about the brand and about how they could access sport in general. The ambition was to make streaming service Eurosport Player into the ‘Netflix of Sport’. It identified more than 10,000 dynamic audience segments who shared a passion for winter sports; clips were created for each segment they could watch, like and comment on, focusing in on a country’s likeliness to win at specific events. This digital-first approach pushed reach on both Eurosport and its owner Discovery’s online and social platforms to a record numbers.

Bronze
OMD UK
Levi’s Music Project Levi’s teamed up with award-winning music artists to launch a global series of music education programmes, as part of the brand’s initiative to provide young people with access to educational music programmes, industry-leading professionals and community resources. A series of short and long form videos were produced to promote the initiative and inspire people to join in.

Finalists
Carat UK: I don’t mind If I Baileys, Diageo Europe/Baileys
MediaCom: Gravity Light, Shell
Vizeum UK: Eon x Gorillaz, A Solar Collaboration, Eon

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