Toyota's in-cinema 'media first'

Toyota's in-cinema 'media first'

Toyota celebrated real-life family heroes over the weekend by surprising movie goers with customised pre-show honour roll.

B&T Magazine
Posted by B&T Magazine

As part of Toyota’s ‘Calling all the Heroes’ campaign the in-cinema activation caught footage in the foyer before the Turbo and Planes movies started during weekend screenings over the school holidays.

Footage the ‘hero-cam’ captured was integrated into the pre-show ad so the movie audience’s ‘hero’ members could see themselves on screen.

The activation was handled by TMS, Saatchi & Saatchi, Val Morgan, Hoyts and Captiv8.

Rachel Martin, strategy manager Brandfit said, ‘Calling all the Heroes’: “is a truly unique in cinema activation, it creates a personal 1:1 connection with families in a shared, fun and engaging environment. The spontaneity of the activation broke all existing conventions and expectations around in cinema content. It was a huge hit with audiences”.