The action duplicated the Toyota Auris awareness (+100%).

The idea consisted of using the most powerful visual of the conventional ad.: the monster and non-conventional formulas in order to work on awareness. Limitations were important because of the budget.The solution consisted on a morphing worked out with the channels’ corporative screen, always broadcasted before and after the ad break.The monster literally breaks into the screen destroying the channel’s corporative image, closing the action with the product’s claim. Awareness was guaranteed because all these pieces were broadcasted on premium positioning out of the ad break (before and after).

Toyota Auris wanted to run a follow-up campaign of their model Auris.The main objective was to work on knowledge and awareness because Auris indicators of these two issues were way below the media of the sector.In this case and due to the living crisis the budget was reduced 76% versus last year.