The Campaign

As far as branded entertainment on TV concerned, program censorship of each channel (TV station) is the key. Although there is a Broadcasting Act, there is no written rule regarding branded entertainment. Therefore, the restriction about branded entertainment is totally dependent on each broadcaster’s censorship team. The product placements are ok in some program/station but they are not allowed to zoom in or freeze the logo, products, and mentioned about its specification or prescription. Mostly, when developing branded entertainment, production, agency, and the station need to discuss case by case of the Do’s & Don’t. So the agency’s negotiation power tends to become important.

Results

<Challenge> Toyota enjoyed top share in automobile market for a long time and was also perceived to be a trusted brand thanks to its product reliabilities. However, the brand was not considered part of their life. It needs more engagement and attachment to the brand by consumers. Therefore, Toyota has been in discussion with its agency to re-engage consumers with brands. <Situation> Then, in October 2011, the most devastating flood in a few decades hit Thailand. All of a sudden, people’s daily life was turned upside down. They lost their home, lacked of daily necessities even worse their loved ones life was at stake. Furthermore, people had little information how that disaster was and turned to be like. <Execution> Toyota figured that they had the best and the only tool that can make a difference, Hilux Vigo, a pickup truck and expert drivers which can go into damaged area. At the same time, TOYOTA knew that anything that they provide needed to be trusted by Thai people. So the agency quickly approached one of the biggest TV station, CH.3 as well as most popular and trusted anchor, Mr.Sorayuth and started discussion. News program rarely allow any branding in the program but they understood the intention of TOYOTA to support the society. In the end, they agreed to use 8 units of VIGO and the skilled drivers from TOYOTA in the program and built a VIGO News Squad to provide reliable flooding updates and support affected people. VIGO News Squad was repeatedly utilized in 15 news programs and 1 game show for over a month.

Thai people during flooding situation seek for the most accurate and reliable information as they were amidst all the chaos and mixed information. On the other hand, the anchor, K.Sorayuth, was most trusted and popular and everybody believed what he reported especially during flooding. Therefore, audience were watching his new report and update during the situation.

K.Sorayuth went as many places as possible to meet and cheer up people. They appreciated that and news program viewed most. TOYOTA got over 800% times more exposure than its budget. The effort not only demonstrated the product reliability but reassured Thai people that TOYOTA is a part of their community as a trusted/reliable brands. Toyota became the most recalled brand in Nov-Dec 2011, just after flooding and also got 2nd in the CSR survey after flooding by just 1% difference to the top. Finally, VIGO sales increased 20% in the month after flooding while others are struggling with its drop in sales.