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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.

In a video posted on YouTube yesterday by One Green Bean, the character “Wolfy” is seen putting what appears to be a dead body in his car after finding it on the street. When he opens the boot to check on it, the “Chk Chk Boom” girl  Clare Werbeloff pops out.

The final tally of the social media coverage each campaign attracted is below:

Hothouse

The agency worked with its recently launched PR arm House Party, headed by Scott Rhodie (declaration of interest: Rhodie co-presents the Mumbrella Podcast) and YouTube blogger Blunty (Nate Burr). The campaign involved a competition to give away a Yaris. To set it up, Blunty created a stop motion animation featuring Lego bank robbers who use the car as a getaway vehicle.

This has been featured on Blunty’s YouTube channel and it is believed to be the first time a car has been given away on the video-sharing site.

* Metrics: Launched – November 5; YouTube views – 32, 479; YouTube ratings – 324; YouTube comments – 1, 284

 

One Green Bean

The agency’s An American Werewolf in Yaris campaign was launched just before Halloween. It created a character called “Wolfy”, an actor in Werewolf costume and makeup who gives lifts to party-goers across the city (declaration of interest: that’s included the Mumbrella team).

* Metrics: Launched – October 30; Facebook fans – 1,054; Twitter followers – 415; YouTube views of yesterday’s new video – 307; YouTube ratings – 20; YouTube comments – 8

The Population/ Oddfellows

The Population-led campaign is based around the rivalries between Sydney and Melbourne, with the strategy built around creating separate Facebook fan pages for the two citites. the campaign positioning Yaris as “The Ultimate City Car”.

* Launched – November 3 ; the Sydney Yaris Facebook page has 5,393 fans; the Melbourne page has 6,102 fans;

Saatchi & Saatchi

The agency invited the public to make an ad with its Clever Film Competition, with a first prize of $7000. There is also a Twitter profile and Facebook group. There were 35 entries in total, however, one of those was by One Green Bean for its own An American Werewolf in Yaris campaign. Also, there were three videos that appeared to be duplicate entries already on the list. However, they were marked as “This Video is Private”.

* Metrics: Launched – October 26; Entries uploaded on YouTube – 35, YouTube views – difficult to say as most of the views on the channel come from previously made Saatchi & Saatchi ads which have been placed among the entries; YouTube ratings – 681, YouTube votes – 2, 035; Twitter followers 53; Facebook group members 161

Iris

Iris launched three clips on YouTube as part of its “Bootboxing” campaign. They featured a team of people and hip hop artist Snob Scrilla making sound effects using the Yaris. The agency said its strategy was to leverage Toyota’s on-going music associations.

Metrics: Launched November 4; YouTube views for “Bootboxing feat. Snob Scrilla” – 5,801, YouTube ratings – 56, YouTube comments – 38; YouTube views for “Yaris Bootboxing feat. Snob Scrilla” – 2, 537 YouTube ratings – 13, YouTube comments – 4; YouTube views for “The Making of Bootboxing” – 545, YouTube ratings – 15

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