Creative Execution

Online media: 1. Co-branded characters placement in LINE game: It was an innovative promotion scheme, especially as we combined two famous brands together. 2. Exclusive but free co-branded LINE stickers: To increase media exposure opportunities in LINE users group. 3. Official website: People could interact on TOYOTA’s official website for a chance to win a new car. Offline media: 1. We showed co-branded TOYOTA YARiS with LINE characters exclusive car stickers at the launch press conference, triggering a great discussion among consumers. 2. We ran flash mob activities and invited people to take photos with LINE characters and TOYOTA YARiS. We merged online and offline media together to enhance the impact and exposure opportunities to our target audience.

This collaboration generated outstanding results, 1. Although there were many different and new mobile games released in the market every day, people had weak loyalties to most mobile games. We still achieved our goal. During the campaign launch period, we won over 4 million new players for LINE RANGERS, bringing this popular game to a new milestone. 2. In the diverse LINE sticker market, we successfully attracted users’ attention to use our co-branded stickers - more than 2 million downloads of co-branded LINE stickers in one month. 3. Over 112,000 people joined the flash mob activities. Most of the participants took pictures with TOYOTA YARiS and LINE characters, sharing on their social websites with their friends, increasing the media exposure fast. 4. We successfully shortened the distance between TOYOTA YARiS X LINE RANGERS and young people. And young people owned a higher and more positive brand recognition towards these two brands.

INSIGHT- In Taiwan, TOYOTA is ahead of the pack in sales performance, and LINE is the most used communication application. However, TOYOTA wanted to extend its marketing with young people and needed to find an effective way to promote its new YARiS cars in 2014. On the other hand, LINE wanted to break the bottleneck for increasing its game download and playing rate. We found young people were fond of communicating and sharing things via communication applications with their friends. The proportion of young people among mobile game players even had risen to 72.4%. IDEA- 1+1>2: We decided to combine two brands together to arouse a hot issue, bringing two brands to new heights. Also, we wanted young people have fun when joining our promotion activities and remember TOYOTA YARiS easily. STRATEGY- We utilized the most popular game, LINE RANGERS, to spread the new car launch message rapidly. We invited energetic young people to be our brand ambassadors since they were easily influenced by peers and willing to share interesting things with others.