


	IFRA XMA Cross Media Awards 2008 projects





	Company: Associated Newspapers Ltd
	Project name: Daily Mail / Toyota Auris

	Topical category of the project

	A: Cross media campaigns for individual advertising customers

	General information about the publication

	The Daily Mail is the voice of middle England and read by 5.4 million people in the UK everyday. This project incorporated Daily Mail plus our Saturday supplement, Weekend magazine and our website, MailOnline.

	Project description

	Media owner: Daily Mail Advertiser: Toyota / Auris Media agency: Zenith Optimedia

	The basic idea of the project

	Background: The Toyota Auris has historically failed to attract new Toyota customers due to a lack of emotional connection with the model and general inertia within the C sector. Toyota’s objective was to overcome these barriers and to stimulate a measurable response – to help increase sales throughout 2008. The Big Idea: Create that emotional attachment: Using Daily Mail reader panel research and Toyota intelligence, we established that: comfort, safety and reliability were key purchase criteria when our readers buy a new car; and that purchase consideration on the Auris rose by 43% once customers sat in the car. Our Creative strategy: To focus on four attributes we believed were representative of the Auris: COMFORT, SPACE, DESIGN AND SAFETY. To fuse these attributes with four iconic images that would stimulate an emotional attachment and have a strong appeal for Daily Mail readers.

	Used media channels


	Newspaper		Supplement/Magazine

	Online

The implementation

Background:
The Toyota Auris has historically failed to attract new Toyota customers due to a lack of emotional connection with the model and general inertia within the C sector. Toyota’s objective was to overcome these barriers and to stimulate a measurable response – to help increase sales throughout 2008.
The Big Idea:
Create that emotional attachment: Using Daily Mail reader panel research and Toyota intelligence, we established that: comfort, safety and reliability were key purchase criteria when our readers buy a new car; and that purchase consideration on the Auris rose by 43% once customers sat in the car.
Our Creative strategy:
To focus on four attributes we believed were representative of the Auris: COMFORT, SPACE, DESIGN AND SAFETY.
To fuse these attributes with four iconic images that would stimulate an emotional attachment and have a strong appeal for Daily Mail readers.
Making it Happen:
Print: Four DPS Advertorials in Daily Mail Weekend magazine over consecutive weeks, each focusing on a different attribute and iconic image; tying into weekly online competitions – driving readers to our microsite.
8 fractional colour 'teaser' advertisments in the paper prior to each advertorial in Weekend supplement.
Online: www.dailymail.co.uk/auris microsite allowed users to find out more about the Auris, enter the competition and facilitate brochure requests and test drive bookings. The site was updated weekly, in line with press activity (please see attached images for full details).

Image(s)

Auris microsite comfort page.jpg (504 KB)

Auris microsite design page.jpg (640 KB)

Auris microsite safety page.jpg (515 KB)

Auris microsite space page.jpg (526 KB)

Comfort Weekend advertorial.jpg (353 KB)

Design Weekend advertorial.jpg (402 KB)

Safety Weekend advertorial.jpg (377 KB)

Space Weekend advertorial.jpg (378 KB)

Comfort Newspaper Teaser.jpg (120 KB)

Design Newspaper Teaser.jpg (128 KB)

Safety Newspaper Teaser.jpg (110 KB)

Space Newspaper Teaser.jpg (113 KB)

Links

www.dailymail.co.uk

Project results

Results:
29,158 unique users to microsite
114,389 pages viewed
5,783 exits to toyota.co.uk
1,996 exits to Test Drive and Brochure
20% conversion to Toyota microsite
7% to Brochure/ Test Drive request
15,510 (53%) of all visitors were data captured (via the competitions)
Research Brand Awareness:
Spontaneous brand awareness +94%.
Prompted brand awareness +54%.
Advertising awareness (online) +493%.
LIKELIHOOD TO PURCHASE +160% (41% of all surveyed).
Testimonial from Charlotte Reich, Strategic Partnership Director, Newcast, ZenithOptimedia:
‘The Mail's campaign for Auris was really strong - both from a creative and results perspective. Daily Mail readers and users are really responsive and helped us achieve great ROI on this campaign'’ (18/06/08)