Toyota Saudi Arabia (@ToyotaALJ) turned to Twitter to excite car enthusiasts ahead of the launch of its new model, the Corolla Cross. With a strategy focused around Twitter’s live event tools, @ToyotaALJ mapped out its mission to achieve ultimate brand awareness.
@ToyotaALJ worked with Starcom and Leo Burnett to devise a Twitter campaign to place the new Corolla Cross top of mind for car lovers across Saudi Arabia. This required an attention-grabbing strategy, with an aspirational hook to sustain interaction. The key challenge was to keep the audience engaged, building hype around the official launch.
To ensure that the number of viewers reached optimal levels, the launch was preceded by a creative teaser campaign spotlighting the silhouette of the new car model – and highlighting the launch date. Twitter audiences that opted-in to watch the event then received brand notifications as the countdown began. @ToyotaALJ also amplified the launch of the livestream to a wider audience, with a website card promoting the live event to all users. With the audience primed, all roads led to the live streamed Corolla Cross launch, which kickstarted with a countdown to heighten anticipation.
Ensuring the Corolla Cross resonated and lingered with the audience formed the final leg of the journey. A promoted video recap of the big reveal retargeted all who engaged with the campaign. These ads brought the audience to their final destination, linking to the website where they could learn more about the Corolla Cross, and find out how they could get behind the wheel.