TMS has set out to prove that bespoke, made-for-channel content delivers better results than a blanket approach. The test case is a 60 second online video for the Toyota Corolla. Made with creative partner SoDUS and using elements of Mojo Sydney's Toyota 86 campaign it's basically dad versus drift king.
The other ad, the control, is more standard fare: a features and benefits short. Before the trial launched, nobody outside Toyota had see the ad.
The two will run on YouTube via TrueView over a two week period and the results will indicate whether the bespoke version beats the umbrella approach.
Ally Cooney, head of digital at TMS, said that success would be gauged not in views but in dwell time. She said the two ads were aimed at the “same age, same demographic, same buy” and that six days into the test the firm is “confident” of proving the theory.
Either way, the exercise will be valuable for Toyota. Adrian Weimers, Corporate Manager, National Marketing, Toyota, said the company “is always seeking to better understand the connection between consumers and the channels they consume, in an effort to produce the most meaningful and appropriate content”.
“As much as it is part of our philosophy of continuous improvement, it is about aspiring to deliver relevance for consumers.”
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