Toyota is one of the world’s most recognized auto industry leaders. With its motto, Let’s go places, Toyota’s manufacturing footprint spans 27 countries and regions.
Inspired by what is possible at the frontier of electric car design, Toyota created the Mirai, the industry’s first mass-produced fuel-cell vehicle. The Mirai, which means “future” in Japanese, generates power by combining hydrogen with oxygen from the outside air.
To boost awareness of the Mirai, The Southern California Toyota Dealers Association launched a localized campaign on Roku in partnership with Davis Elen Advertising, a Los Angeles-based advertising agency.
The challenge
The Southern California Toyota Dealers Association wanted to accelerate consideration of the newest Mirai model. The campaign aimed to increase visits to Mirai dealerships in Santa Monica, Orange, and other cities while promoting powerful incentives, including a $15,000 fuel card and $4,500 state rebate.
The approach
The Southern California Toyota Dealers Association ran targeted video ads across Roku’s Audience Network and a Marquee ad on Roku’s home screen that drove traffic to a branded destination. It then measured campaign impact by leveraging Roku’s partnership with Cox Automotive.
The results
The Southern California Toyota Dealers Association’s Roku campaign drove notable engagement, with increased interest in the Mirai among exposed households, according to measurement from Cox Automotive. The campaign led to nearly 73,000 visits to Cox Automotive websites and more than 11,000 visits to Toyota dealer websites.
Although Roku is still testing the new Marquee Ad experience, early results indicate a high click-through rate (CTR). The Southern California Toyota Dealers Association’s campaign outperformed a similar execution from another leading automotive advertiser, with a 2% CTR compared to 0.59% CTR. We believe the incredible regional deals, including a $15,000 fuel card, made the key difference.
Nearly two in three households in the Mirai Roku audience were cord cutters, highlighting how streaming TV advertising helps brands reach viewers who are no longer reachable through traditional channels like linear TV.
“Roku’s massive reach makes it easy to find a sizable, regional audience. We are excited to see how Roku successfully engages auto buyers and drives them online to research and learn more.” – John Papadopoulos, Head of Media at Davis Elen Advertising
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