Case Study
SoCal Toyota Dealers
Learn how first-to-market interactive video creative drove sales for an all-new electric vehicle
Take Charge of the Future
The Objective
During the Summer of 2023, Davis Elen Advertising on behalf of the Southern California Toyota Dealers Association (SCTDA) set out to build awareness and consideration for their all-new, all-electric bZ4X vehicle. Facing a saturated EV market, paired with lower consumer education on electric vehicles, the SCTDA needed solutions to break through and move the needle with consumers.
The Solution
To cut through the clutter, Davis Elen deployed a suite of digital video formats, creating a first-to-market interactive video format (VidStream+) to pique interest in the bZ4X and show the available promotions being offered on the car.
Interactive product cards were overlaid on the video asset, with each card showcasing a feature of the vehicle or an active promotion. Consumers were invited to swipe through the product cards while the video played for a fully immersive experience - bringing the best of digital interactivity to standard video in a first for the auto category.
The Results
Tapping into interactive video for the bZ4X campaign lead to a 33pt lift in purchase consideration with consumers ranking Toyota #1 as their first-choice brand over competitors (as measured by Echelon Insights). And compared to the months leading up to the campaign, there was an 85% increase in the number of bZ4X vehicles registered in Southern California throughout the campaign period.
“This first-to-market interactive video campaign helped the Southern California Toyota Dealers Association standout in a crowded EV market to make an impact with Asian audiences and move the needle on awareness and consideration.” - John Papadopoulos, Partner, Head of Media, Davis Elen.
Lift in Consideration
Increase in Vehicle Registrations
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