IFRA XMA Cross Media Awards 2008 projects
	Company: Associated Newspapers Ltd
	Project name: Toyota Auris
	Topical category of the project
	A: Cross media campaigns for individual advertising customers
	General information about the publication
	Platforms:Live Magazine Part of The Mail on Sunday print package -2.3million readership MailOnline:66,181,941 page impressions, 5,090,981unique users Duration: March 23rd - 20th April Source: NRS/ABCe May 2008
	Project description
	Campaign Objectives •Key communication objective to raise awareness of Toyota Auris’ rational benefits, namely comfort, space, design and safety. •Success to be measured by brochure requests, spontaneous/prompted awareness and traffic figures. Target Audience Campaign looking to target 40+ men ‘with an optimistic attitude who like the quality things in life’.
	The basic idea of the project
	The campaign was planned to cut-through to readers in with an impactful print execution and then drive them online for a deeper brand dialogue and response orientated interaction. All creative, print and digital was designed and built by the Mail on Sunday’s creative team. The print look and feel dictated the style of the micro site and traffic drivers.
	Used media channels

	Newspaper		Supplement/Magazine
	Online

	The implementation
	Print Execution 4 x double-page spread advertorials ran in Live. Showcasing the Toyota Auris, they were designed and written to appeal to readers on an emotional level whist highlighting the cars USP’s of Comfort, Space, Design & Safety. All executions included a competition amplifying these USP's, eg: Comfort execution - readers had the chance to win a weekend for two at Raymond Blanc’s Le Manoir. Entry available online only. Digital Execution Readers were taken to a specially created Microsite housed on Mailonline. Designed to interactively highlight specific product detail and encourage test drives, it included: •360-degree visual rotation of car with interactive elements. •Advertorial copy - replicating and developing print execution. •Competion entry page. •Toyota Auris brochure request and exit links to Toyota website. Microsite traffic was also driven by a 1m co-branded banner campaign across MailOnline.
	Image(s)
	Toyota XMA Pics1.jpg  (117 KB)    Toyota XMA Pics.jpg  (124 KB)
	Project results
	A combination of independent research and campaign results confirmed a successful campaign: •Campaign awareness increased by 202% for online and 206% for newspapers. •Spontaneous brand awareness increased by 70%, prompted increased by 48%. •The Microsite had 11,687 UK visitors in total, who consumed 49,357 page views. •7,381 competition entries, 818 brochure requests. Source: Intellitracker2008/ survey.com2008
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