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Creative Showcase: Toyota Corolla Hatchback

Posted Dec 3, 2019

In this edition of the Creative Showcase, we look at how AdColony’s Aurora HD Video™ and Instant-Play™ HD Video were utilized to drive greater vehicle awareness for Toyota in this multiple award-winning campaign!

How it Worked
AdColony worked with Toyota and their agency Conill Advertising to create a three-month-long campaign to drive user engagement. Two versions of the campaign were produced, starting with ads featuring AdColony’s Instant-Play™ HD Video and a Custom Animated Overlay, then later Aurora™ HD Video™™ and a Dynamic End Card. These formats were used to deliver high-impact and interactive mobile ads to meet the benchmarks for video completion rates, engagement rates, and click-through rates.

Following the delivery of a 15-second promotional video, the user was then presented with a hotspot which when tapped, displayed additional information about the new Corolla Hatchback. Additional videos and information were provided in the End Card, allowing for more awareness and excitement for Toyota’s new vehicle.

Why it Worked
Toyota was looking to drive awareness for the new Corolla Hatchback, specifically for the Hispanic market in the United States. The hatchback version gives a stylish, sporty update to an affordable and reliable car.  The new Corolla appeals to younger audiences so AdColony created a dynamic mobile campaign for Toyota to reach users who were frequently on those platforms. 

The campaign utilized AdColony’s technology to deliver an Instant-Play HD Video and Dynamic End Card to targeted audiences’ mobile devices to optimize toward a better performing unit. Additionally, Smartphone Rich Media Gaming Interstitial was utilized to increase awareness and excitement for the new Toyota Corolla Hatchback. AdColony’s Aurora HD Video + Dynamic End Card was the ideal type of ad unit to run when looking to drive video completion rates in conjunction with post-creative interest and engagement. Through HD Video and a Dynamic End Card, viewers were not only given key information but were also able to interact with the video to increase their own excitement, resulting in a tremendous campaign. 

During its run, the Corolla Hatchback campaign surpassed benchmarks across several KPIs. The average Video Completion Rate (VCR) for video placements was 93%, outperforming the benchmark of 80-90%. The overall Click-Through Rate (CTR) for the Custom Animated Overlay was 2%, well above the benchmark of 0.5-1.5%. In addition, the Aurora HD Video + Dynamic End Card had a great Engagement Rate (ER) of 5% with a benchmark of 2-4%. 

The average time spent on the Aurora HD Video was 14.4 seconds while the Dynamic End Card that followed had a 14.9 seconds ATS, exceeding the benchmark of 7-9 seconds. Overall, there were 61.5k engagements within the Aurora interactive video alone. The campaign’s engaging creative and exceptional results have led to award wins from MMA Smarties (North America) and The Drum Digital Advertising Awards.

About the Campaign
AdColony worked with Toyota to create a three-month-long campaign to drive user engagement for their newly launched Corolla Hatchback. Two versions of the campaign were produced featuring Instant-Play and Aurora HD Video for an interactive and engaging campaign to spread brand awareness.

About Toyota
Toyota is committed to advancing sustainable, next-generation mobility. Toyota has created a tremendous value chain as their teams have contributed to world-class design, engineering, and assembly of more than 38 million cars and trucks in North America.

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