Start Your Impossible|微电影|广告营销案例【ADGuider广告指南】

开始你的不可能

案例简介：为什么这项工作与体育娱乐狮子相关？为了推出 “超越汽车的未来”，这个世界上最大的汽车品牌发起了一场没有任何特色的活动。丰田汽车在40多个国家/地区进行了首次全球宣传，这是该公司历史上最大的努力。还有什么比与人类运动本身的顶峰，奥运会和残奥会合作更好的方式来启动我们作为移动公司的新角色。通过设计，“开始你的不可能” 提升了残奥会，这是历史上第一次与奥运会相提并论，设定了新的包容性和多样性标准，并重新定义了主要品牌赞助全球赛事的方式。描述创意我们的任务是为丰田创建有史以来的第一个全球运动，我们着手将人们对丰田的看法从汽车公司转变为移动公司。我们以我们的战斗口号 “开始你的不可能” 挑战世界。凭借九部不同的电影和在线内容，我们庞大的全球360活动吸引了顶级运动员和鼓舞人心的影响者。我们讲述了一个视力受损的残奥会希望，一个奥林匹克滑冰运动员，一个八届残奥会金牌得主，一个叙利亚难民奥林匹克游泳运动员，一个没有双臂攀登珠穆朗玛峰的人，甚至一个来自日本的100岁的跑步者的故事，仅举几例。我们不仅重新定义了汽车合作伙伴关系的角色，成为奥运会和残奥会的第一个移动合作伙伴，而且我们还使用鼓舞人心的移动故事，使丰田的广阔视野-所有人的移动。描述策略因为这是丰田的第一个全球品牌活动，我们需要接触到一个非常大的观众-整个世界。奥运会和残奥会运动是完美的平台，这不仅是因为具有全球影响力，还因为粉丝和爱好者分享了我们所寻求的确切心态。他们受到游戏激情和个人奋斗故事的启发。因此，我们在世界范围内寻找最鼓舞人心的移动故事-代表不同大陆，能力，地区，种族/种族，年龄甚至性别的移动挑战的通用故事。由于我们的方法是用28种语言接触40多个国家的人们，我们的运动必须引起每个人的共鸣。因此，为了确保每个人都有代表，奥运选手、残奥会选手、有影响力的人和日常英雄在迄今为止最具包容性和多样性的综合运动中分享了聚光灯。描述执行情况我们使用美国最大的平台 (超级碗) 开始了我们的活动，以在世界最大的平台-奥运会和残奥会上跳板。我们的活动遍及40个国家和28种语言。它持续了两场比赛的整个持续时间，覆盖了从电视到流媒体和数字的各个平台。我们的处决以各种各样的运动员和有影响力的人为特色，我们能够在两场比赛中使他们的播出与上下文相关的事件保持一致。我们还在奥运会期间投放了以残奥会为特色的广告，以引起人们对即将到来的残奥会的兴趣，从而进一步提高了我们在全球范围内对残奥会运动的认识。描述结果 “开始你的不可能” 活动开启了丰田商业的下一个时代。它是如此成功，以至于我们的两个竞选目标都超出了预期。在所有主要市场中，独立的奥运会和残奥会赞助意识都大大高于基准。丰田的赞助意识是如此强烈，以至于它在100年赞助商可口可乐上取得了重大进展，尽管这是我们作为赞助商的第一年。该活动在移动品牌，移动领导力和机器人领导力kpi方面取得了重大成就，这些成就提升了我们改变品牌对移动认知的最终目标。在核心国家/地区，对丰田 “开始您的不可能” 标语的平均认识超过185亿，全球产生的印象总数超过60%。根据所有基准，在大多数国家/地区，丰田被视为机动性领导者。

开始你的不可能

案例简介：Why is this work relevant for Entertainment Lions for Sport? In order launch a future beyond cars, the world’s largest auto brand created a campaign that didn’t feature any. Reaching more than 40 countries, Toyota’s first ever global campaign was the company’s biggest effort in history. What better way to launch our new role as a mobility company, than by partnering pinnacle of human movement itself, the Olympic and Paralympic games. By design, "Start Your Impossible" elevated the Paralympics, for the very first time in history, to be on par with the Olympics, setting new inclusivity and diversity standards and redefined the way major brands should sponsor global events. Describe the creative idea Tasked with creating the first-ever global campaign for Toyota, we set out to change people's perceptions of Toyota from that of a car company to a mobility company. We challenged the world with our rallying cry, "Start Your Impossible."With nine different films and online content, our massive, global 360 campaign used top-tier athletes and inspiring influencers. We told the stories of a visually impaired Paralympic hopeful, an Olympic ice skater, an eight-time Paralympic gold medalist, a Syrian refugee Olympic swimmer, a man who climbed Everest with no arms, and even a 100-year-old runner from Japan, just to name a few. We not only redefined the role of the automotive partnership by becoming the first-ever Mobility Partner for both the Olympic and Paralympic Games, but we also used inspiring mobility stories to bring to life Toyota's expansive vision - mobility for all. Describe the strategy Because this was Toyota’s first global brand campaign, we needed to reach a really large audience — the whole world. The Olympic and Paralympic Movements were the perfect platforms, not just because of global reach, but because fans and enthusiasts share the exact mindset we were seeking. They’re inspired by the passion of the Games and the stories of individual struggle. So we searched the world for the most-inspiring mobility stories — universal stories that represented mobility challenges across different continents, abilities, regions, races/ethnicities, ages, and even genders. Since our approach was to reach people in more than 40 countries in 28 languages, our campaign had to resonate with everyone. So in order to make sure everyone was represented, Olympians, Paralympians, influencers, and everyday heroes shared the spotlight in the most-inclusive and diverse integrated campaign to date. Describe the execution We kicked off our campaign using the biggest platform in the U.S. (the Super Bowl) to springboard our launch on the biggest platform in the world — the Olympic and Paralympic Games.Our campaign spanned across 40+ countries and 28 languages. It lasted the entire duration of both Games with coverage across every platform, ranging from TV to streaming and digital.Our executions featured such a wide variety athletes and influencers that we were able to align their airing with contextually relevant events throughout both Games. We also placed ads featuring Paralympians during Olympic events to generate interest in the upcoming Paralympic Games, furthering our mission to elevate the perception of the Paralympic Movement across the globe. Describe the outcome The “Start Your Impossible” campaign launched the next era of Toyota’s business. It was so successful, that we more than exceeded expectations for both of our campaign objectives. Unaided Olympic and Paralympic Sponsorship awareness were significantly higher than the benchmark across all key markets. The Toyota Sponsorship awareness was so strong that it made significant gains on the 100-year sponsor, Coca-Cola, despite it being our first year as a sponsor. The campaign achieved significant gains in Mobility Brand, Mobility Leadership, and Robotics Leadership KPIs that ladder up to our ultimate goal of shifting mobility perceptions for the brand. Total generated global impressions reach over 18.5 billion with over 60 percent awareness of the Toyota “Start Your Impossible” tagline on average across core countries. In the majority of countries, Toyota was seen as the Mobility leader according to all benchmarks.