Platform161-Powered Toyota Outdoor Campaign Wins IAB Mixx Award
We are pleased to announce that Cadreon Turkey / Universal McCann’s campaign for Toyota hybrid cars, delivered via Platform161 and our partner Awarion, has been awarded a highly prestigious IAB Mixx Award, in the digital out of home category.
The campaign, which ran on roadside digital billboards in Istanbul, used real-time data feeds around traffic patterns, fuel consumption, noise levels and even currency exchange rates to trigger dynamic creative. The data allowed Toyota to display relevant creative messages while highlighting the unique features of the hybrid engine.
In terms of results, after the campaign ran, Toyota saw a 44% year over year increase in hybrid motor sales in Turkey, making it the highest selling car in the country according to the Turkish Automotive Distributers Association. And because of the campaign’s success, Toyota Turkey announced it would allocate 25% of its future budget to the programmatic out of home channel.
Awarion Founder & CEO Alp Ayhan said: “This award is a great testament to the great potential of programmatic-driven outdoor campaigns. We are looking forward to plenty more innovative OOH campaigns to come this year.”
The IAB Turkey Mixx Awards were held for the ninth time this year – with more than 600 valid entries and 249 entries that made the final list, and competed to be winners.