Social and Influencer > Digitally Led Integrated Campaign
PROXIMITY NEW ZEALAND, Wellington / TOYOTA / 2013
Overview
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BriefExplanation
Brief:
Launch the Toyota 86 sports car in New Zealand - the first fun-to-drive car from Toyota for some time.
Solution:
Enter the Fun Police. They wanted to rid New Zealand of all fun – especially the 86.
They hijacked the cars, censored 86 advertising, and taunted the country, daring people to get them back.
They also left a trail of codes on everything they touched.
People collected these codes and through our facebook app, tracked the Fun Police down, and liberated the cars.
Results:
The cars sold out. 942,832 facebook stories were shared. 274,483 people entered our competition.
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