A campaign to promote the new Toyota Yaris has taken top honours in January's Creative Showcase award.
'The Yaris Social Snap Shot' was created by Glue Isobar and was aimed at a target audience of young, time poor individuals who have active social lives both on and offline. The challenge was to interact with this audience who are not in the market for a car and if they were, Yaris probably wouldn’t be on their short list.
In order to drive acceptance of the Yaris within this difficult target audience, Glue Isobar devised a super-fast, super-personalised summary of the last 24 hours on Facebook. The content was delivered to smartphones or desktops, offering a fun, interactive service for time poor social media fans, thus encouraging consumers to reappraise their misconceptions about the Yaris.
Discussing the campaign, Sophia Amin, IAB Director of Marketing & Communications, said: "The Yaris Social Snap Shot uses social media to cleverly connect with a tough to reach audience and change their opinions about the brand. This campaign stood out because it condensed their important but often too hectic social lives and relationships, giving them something genuinely rewarding."
In second place was a campaign to promote the latest smart car created by Weapon 7.
'Get Lost' was designed specifically to appeal to the impulsive nature of smart car owners who enjoy the unexpected and unusual.
The GPS-based smartphone app encouraged drivers to take an adventurous road trip in their smart car and ‘get lost’.
In third place was a campaign to support E.ON's sponsorship of the FA Cup.
As part of the campaign, LBi aimed to support E.ON's Family Football message and its Get Energy Fit proposition. LBi's response was a multi-faceted digital activity that spoke to the E.ON customer, the football fan and the local club supporter.
The campaign featured an online presence with a number of components to help give the audience a reason to return for each round. These included the E.ON FA Cup microsite; an Energy Fit Fans game for the final; and the Magic of the Cup online fanzine.
