Cannes Lions

DISTRIBUIDORES

VIVA LA DOBLEVIDA, Mexico City / TOYOTA / 2014

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Overview

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Credits

OVERVIEW

Description

What would happen if we use this confusion to trigger the conversation? A group of runners confused a race with a promo.

The piece of news we invented was immediately lifted by blogs, twitterers and press from all over the country that fell in love with the story.

It even created debate on social media about its authenticity.

Execution

A group of runners confused a race with a promo.

The piece of news we invented was immediately lifted by blogs, twitterers and press from all over the country that fell in love with the story.

It even created debate on social media about its authenticity.

Outcome

The piece of news we invented was immediately lifted by blogs, twitterers and press from all over the country that fell in love with the story.

Toyotathon became Trend Topic, media impact was worth 5 million pesos.

This year, Toyotathon reached the highest level of sales in brand’s history.

And

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