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.
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”.
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