“Programmatic helped us be different and attract the attention of customers.”
This case study explains how Toyota put out a wide-reaching message to raise awareness on its hybrid vehicles in Turkey, a market that had been slower than others to adopt the new technology. So it turned to the broadest reach medium there is: out of home (OOH). But Toyota also wanted to introduce targeting to customize creative, reach its intended audience and maximize media spend.
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.
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