Dugaan Raya: Bite-Sized Homecoming Adventures
6. Digital Experience Kancils [6.16 Creative Effectiveness: Digital Experience]
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Links:
https://www.toyota.com.my/dugaan-raya/
Product/Service:
Toyota Automotive Models
Client:
Toyota Malaysia
Brief:
As April 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.
Defending Toyota's market share during this period necessitates an agile strategy. How can we achieve this through a Raya film without diluting their brand message?
Solution:
Results:
1) A 5.6% increase in sales comparing May sales of 2022 and May sales of 2023.
2) 80% reduction in Cost-Per-View were recorded comparing to a similar period in 2022
3) Over 32,000 website visitors recorded from Raya specific assets. This would be a first for a Toyota festive campaign.
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 dri
