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Reading: Toyota's in-cinema 'media first'
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B&T > Advertising > Toyota's in-cinema 'media first'
Advertising

Toyota's in-cinema 'media first'

Staff Writers
Published on: 29th October 2013 at 11:58 AM
Staff Writers
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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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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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