HT&E teams up with Toyota to ‘Defy Expectation’ with ARN’s Pure Gold takeover and Adshel work

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97620_new-camry-banner.jpgHT&E’s ARN and Adshel have partnered with Toyota and its media agency The Media Store and creative agency Saatchi & Saatchi to ‘Defy Expectation’ with a unique, mass scale campaign activation for the all-new Toyota Camry. In an Australian first, the multi-channel campaign will include a full day takeover of ARN’s Pure Gold national network, running in tandem with a dominant nationwide Adshel campaign – delivering additional impact to engaged audiences across both HT&E channels.

From 6am to 7pm today, Thursday, March 29, Toyota will be the only commercial partner heard on air, across 101.7 WSFM in Sydney, GOLD104.3 in Melbourne, 4KQ693 in Brisbane, Cruise1323 in Adelaide and 96FM in Perth.

For one unforgettable day, the Pure Gold Network will be transformed into a broadcast platform dedicated to sharing the stories of people who, like the all-new Toyota Camry, have defied or are defying expectation.

 

WSFM’s Jonesy & Amanda will present the stories of professionals, sportspeople, artists and everyday heroes who have surpassed expectation and taken their passion, expertise, and creativity to the next level.

 

On the same day, more than 150 Adshel Live digital screens in key metro locations will display the all-new Camry creative, giving Toyota 100 per cent share of voice. This is the first time Adshel digital screens have been dedicated to just one advertiser for the day.

 

Says Wayne Gabriel, general manager, national marketing, Toyota Australia: “We’re excited to be part of this media first and to be able to showcase some amazing stories of courage, perseverance and determination from every day Australians. We hope that through the sharing of these stories we can inspire others to defy their own expectations. Each of our agency partners has brought something special to what will be a fantastic day.”

 

Says Tony Kendall, chief revenue officer, HT&E: “We are delighted to be working with Toyota and TMS to bring this innovative campaign to life. The combination of ARN and Adshel has proven it can effectively and efficiently deliver results well over and above free-to-air TV. HT&E is the only Australian media company that can execute an idea like this across these powerful media assets.”

 

Says Emma-Jayne Owens, chief commercial officer, ARN: “This initiative demonstrates the strength that collaboration across on-air, digital and out of home can achieve to create impact for brands and engage audiences. This Pure Gold network takeover is an excellent example of how ARN can help to energise brands and reach our audiences in interesting and engaging ways.”

 

Says David Roddick, sales and marketing director, Adshel: “Providing flexibility to brands like Toyota is core to our business, it means Adshel can amplify an entire campaign as it rolls out across a range of channels. This campaign delivers high impact by using the largest street furniture network in Australia to connect with audiences while they are driving – which is the perfect context to talk to them about the all-new Toyota Camry.”

 

Says David Lodge, group head, The Media Store: “To launch the all-new Toyota Camry, which truly is a car that will defy the expectation of car buyers, we needed to tell the story in a way that would command the attention of our target audience. In a landscape where consumers are exposed to so many messages, we saw this idea of ‘owning’ two national, broad-reaching media channels – Adshel and ARN’s Pure Gold network – as the ideal solution to effectively cut through with the new Camry message.”