Toyota Matrix Campaign
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Transcript of Toyota Matrix Campaign
![Page 1: Toyota Matrix Campaign](https://reader034.fdocuments.us/reader034/viewer/2022051412/5485e388b4af9fbd5d8b4aa5/html5/thumbnails/1.jpg)
TOYOTA MATRIX C A M P A I G N
By: Emily Hazan
“ToyotaScarestheShitoutofit’sProspec4veCustomers”
![Page 2: Toyota Matrix Campaign](https://reader034.fdocuments.us/reader034/viewer/2022051412/5485e388b4af9fbd5d8b4aa5/html5/thumbnails/2.jpg)
V IRAL GAMES
![Page 3: Toyota Matrix Campaign](https://reader034.fdocuments.us/reader034/viewer/2022051412/5485e388b4af9fbd5d8b4aa5/html5/thumbnails/3.jpg)
CL I ENT/AGENCY
• Client: Toyota Motors
• Agency:
Saatchi & Saatchi, Los Angeles
![Page 4: Toyota Matrix Campaign](https://reader034.fdocuments.us/reader034/viewer/2022051412/5485e388b4af9fbd5d8b4aa5/html5/thumbnails/4.jpg)
THE CAMPAIGN The Ask • To promote the 2008 Toyota Matrix ‘Your Other You’ • An interactive pranking campaign • Transmedia experience
“empowering the customer…we wanted them to be involved and to feel like they were part of the process.”
- Dino Spadavecchia • Print, outdoot and online video banner ads drove traffic to
the site.
![Page 5: Toyota Matrix Campaign](https://reader034.fdocuments.us/reader034/viewer/2022051412/5485e388b4af9fbd5d8b4aa5/html5/thumbnails/5.jpg)
THE CAMPAIGN
How it worked: • Input personal information (phone number, address etc.) • Choose from 5 virtual lunatics
![Page 6: Toyota Matrix Campaign](https://reader034.fdocuments.us/reader034/viewer/2022051412/5485e388b4af9fbd5d8b4aa5/html5/thumbnails/6.jpg)
![Page 7: Toyota Matrix Campaign](https://reader034.fdocuments.us/reader034/viewer/2022051412/5485e388b4af9fbd5d8b4aa5/html5/thumbnails/7.jpg)
BANNERS
![Page 8: Toyota Matrix Campaign](https://reader034.fdocuments.us/reader034/viewer/2022051412/5485e388b4af9fbd5d8b4aa5/html5/thumbnails/8.jpg)
THE CONCEPT • AnentertainandimmersivewaytointroducethenewToyotaMatrixcar.
• Tofreakpeopleput• Google‐Proof
Providedrealis4clivesforthecharactersEx.HeavyMetalGuy‐ Abandsite‐ MySpacepage‐ Arecorderalbum
![Page 9: Toyota Matrix Campaign](https://reader034.fdocuments.us/reader034/viewer/2022051412/5485e388b4af9fbd5d8b4aa5/html5/thumbnails/9.jpg)
THE BACKFIRE
PROBLEM: • Fear of giving out other people’s information • Allowed one to be stalked by a stranger • Unclear about what the campaign is selling
Do you believe that Toyota made a smart choice by not
blatantly promoting the car throughout the video, or do you think they should have made it one of the bigger focuses?
![Page 10: Toyota Matrix Campaign](https://reader034.fdocuments.us/reader034/viewer/2022051412/5485e388b4af9fbd5d8b4aa5/html5/thumbnails/10.jpg)
THE BACKFIRE And then things got serious.. • The complaint accuses of: (1) intentional infliction of emotional distress; (2) negligent infliction of emotional distress; (3) negligence; (4) unfair, unlawful, and deceptive trade practices, (5) false, deceptive, and/or misleading advertising; (6) violation of the Consumer Legal Remedies Act; (7) fraud; and (8) neglectful misrepresentation.
![Page 11: Toyota Matrix Campaign](https://reader034.fdocuments.us/reader034/viewer/2022051412/5485e388b4af9fbd5d8b4aa5/html5/thumbnails/11.jpg)
MY SOLUTION • People thought it was too obviously fake • Great character profiles but not the best
characters chosen.. A guy in a raccoon costume? Really? a. Pick more realistic characters b. Allow players to opt-out c. Change the amount of info disclosed
![Page 12: Toyota Matrix Campaign](https://reader034.fdocuments.us/reader034/viewer/2022051412/5485e388b4af9fbd5d8b4aa5/html5/thumbnails/12.jpg)
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