[Offline Media Creativity and Content Integration]

The Rundown

Knocking TV audience estimates out of the park for 100% reach.

Category

Offline Media Creativity and Content Integration

Expertise

Offline Media Creativity and Content Integration

Year

2017

Year

2017

Expertise

Offline Media Creativity and Content Integration

Services

Media strategy

The Rundown

Knocking TV audience estimates out of the park for 100% reach.

Challenge

In recent years, there has been a significant migration of TV audiences to paid online platforms because they deliver their content without commercial breaks. Last September, when Toyota decided to get involved with Quebec’s top TV show, we could have buried our heads in the sand and made your traditional sponsorship activation. But we had a better idea.

Solution

For the season premiere of District 31, a successful television series on Radio-Canada, the Toyota Dealers Association of Quebec gave fans an extraordinary gift: no ads. With Bleublancrouge’s help, we created a range of televised spots and web banners spreading the good news. This redefined sponsorship model saw the light of day through a partnership with CBC and Radio-Canada Media Solutions, and gave viewers a whole six minutes of additional TV. For marketers, this proved to be a sizeable challenge, but we were able to take it on with a media tactic that changed the conversation about traditional television.

Toyota

The Toyota Dealers Association of Quebec wanted to find a unique way to stand out in a saturated advertising environment already filled with stiff competition.

Results

The initiative was extremely well received, even by the press. But most importantly, people watched the show more than ever. Nearly 50% of francophone Quebecers watched the season premiere, a 43% increase compared to the initial estimate. All in all, the tactic generated about 23,500,000 impressions that directly contributed to strengthening Quebecers’ love for the Toyota brand.