Saatchi & Saatchi Synergize | Results Driven Digital Marketing Agency, Cape Town & Johannesburg - Toyota Aygo Media Plan ');

Toyota Aygo Media Plan

 

THE CHALLENGE

Toyota Europe launched the new Aygo model under the Go Fun Yourself campaign. We were given the task of growing the number of YouTube views to 3 million, with a focus on two advanced market: France and Italy.

WHAT WE DID

We analysed spend and traffic patterns each day, something that made it possible for us to test bids per ad group constantly in order to yield maximum engagement on a daily basis. We also managed individual target bids on a granular level in order to guarantee each target was paying the best price per click or view. Every three days, the automatic placements from interest, topic and contextual targeting were checked. The best performing websites were then analysed and included as a managed placement, allowing increased visibility on these sites. Reach and frequency reports kept us informed of any unique and repeat user engagement.

Social also played a role in the media plan and were tasked with crafting Facebook posts and tweets as a means of driving more awareness within the Toyota communities within France and Italy through engagement. The posts were constructed around current hot topics of online conversations at the time so as to achieve an optimal reach across audiences. Social posts were, however, promoted beyond existing Toyota communities in order to gain organic sharing and further engagement with the video. The hashtags #gofunyourself and #aygoenmodefun were used.

RESULTS

  • Over 394 000 video views from engagement ads and YouTube pre-rolls – 270 000 more than expected
  • Over 4.25 million impressions across Italy and France
  • High engagement rates of 16, 77% (CTR/VTR).

SERVICES USED

Paid: The Paid Team spear-headed the media plan that was expertly executed within the given time constraints and was based on extensive research and insights into the relevant markets.

Social: Our Social Team was responsible for carrying out the owned media part of the plan by tapping into the existing Toyota communities in France and Italy through social posts based on current online conversations.


'BetterLife Website Refresh'

WORK

THE CHALLENGE After being re-branded from BetterBond to BetterLife, there was a need for the website to act as an access point for all of the BetterLife Group’s sub-divisions. The new design had to be simple and accessible, and the …

'C the World Website Refresh'

WORK

THE CHALLENGE C the World’s site was not appropriate for their target market – a more mature audience. We needed to improve the UX, lower the bounce rate and design an attractive, responsive site, while at the same time, ensure …

'CarMag Website Refresh'

WORK

THE CHALLENGE We were tasked with providing the client with a fresh, modern new look and feel for their website, whilst also ensuring that it was fully responsive across multiple mobile and desktop devices, as well as being SEO-friendly. Lastly, …

'Toyota Aygo Media Plan'

WORK

  THE CHALLENGE Toyota Europe launched the new Aygo model under the Go Fun Yourself campaign. We were given the task of growing the number of YouTube views to 3 million, with a focus on two advanced market: France and …

'Sage One PPC'

WORK

  THE CHALLENGE We needed to devise and execute a digital paid search strategy aimed at driving conversions on the Sage One website at a competitive CPA, ensuring the highest possible ROI for our client. WHAT WE DID In order …

'Project Trapped'

WORK

Project Trapped was an integrated campaign for efferflu C Immune Booster aiming to demonstrate how it feels to get stuck inside when you have the flu. To do this we locked comedy duo Derick Watts & The Sunday Blues in …

'CARmag App | Mobile design'

WORK

Challenge: Create a promotional Formula 1, user-friendly mobile app with constantly updated content and an interactive component. Solution: We created a cross-platform mobile app that is slick, fun and easily navigable with strong visuals and an emphasis on news and content. We …

'Champions of Engineering'

WORK

Challenge: In South Africa, Technical Universities are seen as inferior to their traditional University Counterparts. We wanted to challenge this perception and re-open the debate. Idea: A digital campaign was centred on a participatory installation aimed at driving PR. The campaign comprised …

'Phil the Legend'

WORK

Challenge: One in two men over 40 suffer from erectile dysfunction (ED). The lack of confidence experienced by these men prevents them from talking about it. Legally we weren’t allowed to communicate the product name in traditional media. Idea: We created a …

'Rovos Rail | SEO + Content Strategy'

WORK

Challenge: The key was to understand Rovos Rail’s vision, taking what they’re passionate about and translating that into SEO ranking content, with the intent of exposing a new target audience to their luxury brand. The content on their site was extremely …

'#dontmissout'

WORK

Challenge: Based on the insight that ‘missing out’ due to colds and flu is frustrating and that it stops the Go Generation from doing the things they enjoy most, our communication challenge was to make Efferflu C the difference between having …

'Prime Meridian | PPC'

WORK

Challenge: Insurance is a phenomenally competitive industry within South Africa and, as a result, Adwords keyword bids within this field are incredibly expensive. Other insurance companies have built up stronger, trusted brands with greater presence and are better known in South …

'Sotheby’s'

WORK

Challenge: To redevelop the Sotheby’s website from the ground up, focusing on UX, design and the restructuring of content. Solution: The website’s sophisticated design is modern, streamlined and easily navigable, enabling people to locate real estate fitting their exact specifications. Through copious …