LEGENDARY FUEL-EFFICIENT ENGINES

TitleLEGENDARY FUEL-EFFICIENT ENGINES
BrandUMW TOYOTA MOTOR
Product / ServiceVVT-I & D4D ENGINES
CategoryA04. Direct Response Digital Media
EntrantARACHNID Petaling Jaya, MALAYSIA
Entrant Company:ARACHNID Petaling Jaya, MALAYSIA
DM/Advertising Agency:ARACHNID Petaling Jaya, MALAYSIA

Credits

Credits

Name Company Position
Chin Weng Keong Arachnid Creative Director
Wong Hean Meng Arachnid Creative Head
Hatim Azizan Arachnid Art Director
Kuah Joo Khai Arachnid Copywriter
Karen Koay Arachnid Associate Account Director
Joanne Lee Arachnid Account Manager
Karen Wong Arachnid Programmer
Foo Sien Yih Arachnid Programmer

The Brief

Responding to skyrocketing fuel prices, Toyota wanted an awareness campaign for their fuel-efficient VVT-i and D4D engines. But we recognised an opportunity to turn it into a prospecting campaign to identify hot sales leads. Our core targets are new customers: younger first-time non-national car buyers who are more sensitive to fuel prices and more likely to choose fuel-efficient cars. Our strategy was to move away from competitors' jargon-heavy communication style and use a simple, approachable way to effectively tell people about our fuel-efficient engines.

Creative Execution

The fantasy, swords and sorcery style we adopted in our creative execution is one that's not normally associated with high-tech products, and therefore helped our work to stand out from a sea of competitor ads that conformed to convention. It is something that our younger target audience - who grew up on the fantasy genre - found easier to accept than a jargon-laden piece of communication that goes into great technical detail.

Describe the creative solution to the brief/objective.

Instead of going high-tech, we went medieval instead. We effectively communicated our product's benefits using easy-to-understand language and an entertaining fantasy tale. The fantasy theme extended to the contest component (contestants outlast a chasing dragon in a fuel-efficient Toyota) and even the prizes (treasure chests filled with cash for fuel). It is a campaign that stood out by a mile - in addition to being highly effective in helping to reach our target of generating 10 vehicle sales from this campaign.

Results

The results were staggering, to say the least. By the end of the 2-month campaign, we generate over 1000 hot prospects, 74 of whom ended up buying a new Toyota. Total sales revenue generated was RM6.5 million. With a total campaign cost of only RM45,000 this represents an ROI of 144:1. Our targeting was spot-on as well - of the 74 vehicles sold, an overwhelming 42 were Vios models: the primary affordable choice for first-time non-national car buyers.