
Tweet for a sweet
Toyota South Africa
Issue 25 | December 2012
Agency
Draftfcb South Africa
Creative Team
Executive Creative Director: Kerry Friend Digital Strategist: Michael Zylstra Creative Director: Rory Macrobert Art Director: Coenraad Sutton, Linel Louw Digital Creative Director: Matthys Esterhuysen
Production Team
3D Visualisation Agency: Thingking Production House: Groundglass Post Production: Mustard Production
Other Credits
Sculpture Artist: Kelda Van Heerden
Date
June 2012
Background
To help sister agency Draftfcb Johannesburg drive home the fact that the new Toyota Etios is fun, light-hearted and unexpected – in other words, ‘here to make you smile’ – experiential and digital hotshop Hellocomputer put an unusual twist to the old ‘hoot for a toot’ and asked passersby to ‘tweet for a sweet’.
Idea
Wit the help of 3D visualisation agency Thingking, an empty shop window was turned into an interactive promotion for the Etios. Using paper sculptures and discarded pieces of plastic, old toys and kitchen utensils, the rubbish was recycled into a machine that delivered a sweet to anyone who tweeted the hash tag painted on the window outside.
Results
Google Analytics reported 730,512 Page views for the Etios Smile Hub in the two months the hub was live, of which 82.76% were new visits.
There was an average of 781 visits per day.
The average bounce rate of the microsite was 14.05% which was very low, indicating that visitors browsed the unique content, a major purpose of the website. The average visit duration of the site was just over four and a half minutes.
5,926 pieces of content were shared via social media, 3,420 of which were Etios-centric
Over the two-months, 248 Test Drives were booked.
In this period, the Etios became the third best-selling car in the country.
Our Thoughts
This is exactly the kind of brand activation that many marketers find bewildering. For starters, it’s not actually about any of the car’s features. If it’s about a benefit, it’s only that this is a car that makes you smile.
Briefing an agency to ‘make people smile’ is not something everyone can do. It means aligning the brand around values rather than attributes. In its turn that means attributing sales or, indeed, hard numbers of any kind, to the campaign is going to be hard. So why do it? Because it doesn’t cost very much and, in support of TV and other traditional media, it gets people talking. And smiling. And even buying.