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Gas Pump Voices

基本信息
行业: 汽车及相关服务
媒体:推广与活动
时间:2009年6月22日
投放:西班牙
语言:英语
风格: Minimalism
说明cnen
Results and Effectiveness:
Sales increased over 292% versus objective (source: Toyota). Awareness during and after the campaign increased by +441%. (source IMOP).

Creative Execution:
We needed to contact the consumer at the right place and the right time where its positive predisposition would maximise the message acceptance: extolling benefits of having a Hybrid Toyota Prius (less fuel consumption and pollution). The right place: gas stations; the right time: while filling the cars. We created a new media, but negotiations with gas stations were extremely difficult and technically the implementation was very complex due to the vehicle's lack of flexibility to modify the length of the message. The idea consisted on substituting the normal gas filling locution ("you've selected un-leaded fuel, thank you for your visit") by an ad-hoc Toyota Prius locution “You’ve selected un-leaded fuel; if you had a Toyota Prius you would not hear this locution so many times, for more information please ask for the Toyota Prius information folder at the gas station or at the closest Toyota dealer”.


Insights, Strategy and the Idea:
The renewed Toyota Prius hybrid car was launched after one of its direct competitors, Honda, had already placed in the market its Hybrid model, the Honda Insight. Although the first Prius was the first hybrid car ever launched in Spain, to communicate “anything” right after the competitors is difficult in terms of awareness; the effort you must do is much bigger. The challenge consisted in making the Prius become part of the consumer’s shortlist when making the buying act. The communication objective consisted on achieving high levels of awareness in order to provide the Prius with the highest Top of Mind. So, pushing apart “fresh/just obtained Honda’s awareness” took us to the most effective solution: we had to be where the target would pay attention 100% (captive target) in order to enter in the consumer’s “shortlist”.
制作信息
品牌:
广告公司:
创意总监:
美术指导:
客户经理:
其他职位:Marketing Director: Carlos Casado
Planning Director: Macarena Melia
奖项
戛纳国际创意节 2010
铜奖 媒介应用
Product & Service/Cars & Automotive Services
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