Toyota takes over Gold FM network and Adshel street furniture for full day
The only advertisements consumers will hear on ARN’s Gold FM network today are from Toyota, as part of a campaign to celebrate the new Toyota Camry.
Launched at 6am this morning, the campaign will include a full day takeover of ARN’s Pure Gold national network and a nationwide Adshel campaign, as part of a wider Here, There and Everywhere (HT&E) partnership.
WSFM’s Jonesy & Amanda spent the morning talking to people who had ‘defied expectations’
Developed by The Media Store and Saatchi & Saatchi, the campaign will see Toyota become the only commercial partner of 101.7 WSFM and Gold 104.3 FM until 7pm this evening.
Breakfast show hosts Brendan ‘Jonesy’ Jones and Amanda Keller presented stories about Australian professionals, sportspeople and artists who have ‘defied’ expectations.
At the same time, Adshel will unveil 150 digital screens in metro locations and provide Toyota with 100% share of voice.
Wayne Gabriel, general manager of national marketing at Toyota Australia, said by sharing stories through radio this morning, the company hopes to inspire others to “defy their own expectations”.
David Lodge, group head at The Media Store said by ‘owning’ two media channels, Toyota would be able to cut through with the Camry message, ‘defy expectation’.
To launch the all-new Toyota Camry, which truly is a car that will defy the expectation of car buyers, we needed to tell the story in a way that would command the attention of our target audience,” Lodge explained.
David Roddick, Adshel’s sales and marketing director, said the outdoor component will also deliver “high impact” across national street furniture.
For Emma-Jayne Owens, chief commercial officer at ARN, and Tony Kendall, chief revenue officer at HT&E, the campaign highlights the way ARN and Adshel can together create effective results.
“This initiative demonstrates the strength that collaboration across on-air, digital and out of home can achieve to create impact for brands and engage audiences. This Pure Gold network takeover is an excellent example of how ARN can help to energise brands and reach our audiences in interesting and engaging ways,” said Owens.
