Cannes Lions
DISTRIBUIDORES
VIVA LA DOBLEVIDA, Mexico City / TOYOTA / 2014
Overview
Entries
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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