Toyota Yaris social media pitch – the final metrics
The Yaris social media live pitch has closed, with the Toyota marketing team due to start deliberating over the results at the beginning of next week.
Five agencies were each given a budget of $15,000 each to show what they can do for the Yaris. Those on the shortlist were One Green Bean, Hothouse, Saatchi & Saatchi, Iris and a joint effort from Oddfellows and The Population.
Todd Connolly, Toyota’s manager of digital media and marketing, told Mumbrella: “The experience has given us some learnings about the agencies which play in this space and it’s generally been positive. We’ll review via market research how the Yaris brand has been received, but that will take a bit longer. Anecdotally, we’ve had some positive responses.
“Some agencies have done a few things in the last few days that have been unexpected and we’ll be reviewing the results early next week,” he said.
Saatchis really phoned this one in..
How goods GreenBean for submitting the Wolfy video to Saatchi’s comp. haha smashT
Q did Hot House have the same brief – how can giving away a Yaris come in under the $15K budget?
good q reevesy … especially seeing the T&C’s state the purchase price of the vehicle is $23,990 …
btw does that blunt dude actually do any videos that aren’t promo’s or ads in disguise? the whole thing is just full of bad ads. ice age, toshiba, yaris, samsung, wolverine.
I agree Reevesy, says less about the campaign itself and more about the giveaway. Remove the giveaway and who cares about another Legoman stopmotion vid on Youtube??
The main problem for me is that, having just got back from a month overseas and being out of the industry loop a little, I saw two of the vids (with my consumer hat on) and wondered why the heck Toyota had two completely separate campaigns running at the same time. From a consumer perspective, that’s just confusing!
By the way, I literally laughed out loud at the One Green Bean submission of their own vid to Saatchi & Saatchi’s comp. Hilarious.
I think OGB’s got it in the bag. Nice mix of experiencial and social media, interesting theming and storytelling that works well in an online and offline PR context. Plus, I saw it quite a bit across the web right through the campaign period. Good work guys! Go Wolfy! 😀
OGB effort wasn’t all that – def not in the bag. Felt like a Hollywood movie that’s had different writers thrown at it at different stages, trying to save the day. I live in Sydney and am in the Yaris target market, but without a shadow of a doubt, unless it was for the ad industry coverage I see when at work, the whole Wolfie thing – and most of the other agencies’ work – would have passed me by entirely.
Again, from that perspective, the only two that registered on my radar were the Blunty clip (maybe the Yaris they’re giving away is second-hand and less than $15k?!) and the Oddfellows / Population campaign via facebook ads.
As for Saatchi & Saatchi. Very generous of the marketer to let them (a rostered agency) run with that idea… personally I felt it was the weakest of the bunch.
Can we please get real and call the $15k a pitch fee and NOT a ‘budget’. If the winning agency were bench-marked on this sort of budgeting, they would not make a cent!
Surprised how low the reach and engagement figures are for them all (ignoring Blunty’s existing following).
Going to avoid critiquing each agencies valiant efforts as the above comments tend to sum up my own thoughts.
Instead, I’ll offer a link to a VW campaign that I felt did a great job of building awareness, engagement and community.
VW Hand On Challenge – http://bit.ly/5TGQ58
Wolfy offering people lifts in Sydney reminds me of the MINI Pick-Up campaign, loved the execution. http://bit.ly/8vscb5
Go WOLFY!