Advertisement

Blanket

Agency Network: 
Published/Aired: 
February 2010
Toyota Ambient Ad -  Blanket

Description

Challenge: Shockingly introduce the new Toyota Yaris in the male and female youth segment, Hatchback car users.

Idea: Transforming the 3 prinicipal competing models (VW Gol Peugeot 306 and Renault Clio) in the new Toyota Yaris, inviting owners to test drive and challenging them to "change" their cars "old" with the new Yaris.

Strategy: Blankets were used vinyl printed with the design of the new Toyota Yaris, to cover all competing models that were parked in the places most frequented by the target: college parking lots, malls, pubs and nightclubs. When the owner approached the car covered puzzled, appeared a couple of promoters who removed the blanket and handed him a gift (top sun). They had previously placed the invitation to test drive the pilot's side mirror.

Results: The results showed a 21% of a total of 1.630 contacts for the test drive. 80% of sales to date have been specified in the youth segment.

Ambient advertisement created by Positivo, Peru for Toyota, within the category: Automotive.

Advertising Agency: Positivo, Peru
Creative Directors / Art Director / Copywriter: César Barrios
Log in or register to post comments

Highest Rated

NomadDCLXVI's picture

to be honest - I would be pissed off it someone would cover my Honda.

NomadDCLXVI
Activity Score 441
Creative Director |

dclxvi

NomadDCLXVI's picture

to be honest - I would be pissed off it someone would cover my Honda.

NomadDCLXVI
Activity Score 441
Creative Director |

dclxvi

Brain-Art's picture

I think i've seen this before. I'll try to get the link

Brain-Art
Activity Score 1101
Graphic Designer
thedesignaddict's picture

My first impression when I saw this was it looks like a damaged Toyota (covered in dents). You know what they say about first impressions...

thedesignaddict
Activity Score 5403
Art Director at Freelance
Dzsoi's picture

lol exactly, I thought it was about some car insurance!

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
tubito's picture

this was done before...pretty sure

tubito
Activity Score 107
La Merto, Cordoba, Argentina
Hibon's picture

Great idea... bravo. (i love ambient work... agencies should work more on that)

Hibon
Activity Score 3734

Simple ideas are the best !

brandingworthspreading's picture

As much as ambient campaigns are great, this is too elaborate for the message you want to convey. It's not natural. Just placing the invitation for the test drive on the mirror was enough.

brandingworthsp...
Activity Score 648
Copywriter at brandingworthspreading.com |

Blog | Twitter

hilazon's picture

wondering how effective the campaign was

hilazon
Activity Score 150
Mandark's picture

and how many cars did u cover? plus...my god i would be pissed if i would see my car covered.. but to really get the idea accross i would have put the suncover on the windshield, the cards in the mirrors, maybe even a STICKER on the back window, and only THEN cover the car entirely with that. THAT would freaking get the idea across.

Mandark
Activity Score 403
copywriter |

"U think it's perfect?! Press delete and start again!"

jayesh_chill's picture

I think this one's awesome!
Though thedesignaddict 's comment has got me thinking about its drawbacks.

I would really like to know about the results.

jayesh_chill
Activity Score 71
Mumbai
anibal smith's picture

pucha que se pasaron, que pendejos

osea que cambie mi auto viejo por uno que no se que es y que se ve peor que mi auto viejo
porque el aspecto es muy malo asi digan que es un hatchback de primera o un rolls-royce phantom.
para colgar esto y adjudicarselo hay que ser bien caradura o bien sonso

para un taller de planchado de carrocería hubiese sido muy bueno pero ya quemaste la idea.

anibal smith
Activity Score 48
Featured Content

Latest Collections

Advertisement