Dugaan Raya: Bite-Sized Homecoming Adventures
6. Digital Experience Kancils [6.8 Best use of content marketing]

Links:
https://www.toyota.com.my/dugaan-raya/
Product/Service:
Toyota Automotive Models
Client:
Toyota Malaysia
Brief:
As April 2023 approaches, Toyota Malaysia anticipates a dip in sales due to the shortened working month caused by the Hari Raya festive holidays. As one of the market leaders in the automotive industry, Toyota faces increasing competition that threatens its stronghold on the market. The rise of Electric Vehicles demands not just product but also communication innovation to remain competitive. Raya has always been a golden opportunity for brands to deliver their brand messages. How can Toyota do this but differently from the past and its competitors? Is it possible to also deliver tactical messages during this period, without diluting branding?
Solution:
We drove viewers down the funnel through 3 main layers of communications and targeting: Layer 1 - Episodic Raya videos - Each with standalone engagement elements, while story wise still tied to each other. This layer drives overall awareness, engagement and ultimately affinity. Layer 2 - Friendly Reminder videos - Retargeting video viewers with 7 seconders, portrayed by same characters with friendly reminders to viewers to service their car or utilise key features of Toyota cars during their journey back home. This layer acts as the tactical push, driving traffic to website. Layer 3 - Raya campaign microsite, housing all episodes for vieweing, but also features tactical banners driving clicks to aftersales or car model information. As the campaign progresses, view data of Layer 1 video continuous feeds and optimises Layer 2 targeting. Providing a self correcting environment to our targeting.


Flag Entryx
Reason
Email
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