TIMING
April 2007 – March 2008
COMMUNICATION OBJECTIVE
To continue the partnership of Toyota and The Weather Channel and create a truly integrated on-air and online media vehicle, delivering Toyota brand awareness and a platform to showcase their various vehicles.
SOLUTION
Toyota was delivered a completely integrated campaign by “owning” the Weather Active application, one of the most popular interactive applications on the platform. Once viewers press Red they are launched into “Weather Active driven by Toyota” providing comprehensive weather information. The application was heavily branded Toyota and the showcased vehicles changed frequently to suit Toyota’s advertising campaign.
In addition, a daily weather report was created for Toyota, encouraging viewers to press Red for Weather Active. During this report, Toyota received verbal mentions and logo association.
Toyota’s presence on the channel was extended through integrated promo spots, logo association online and integration into the Weekend Weather E-newsletter.
RESULTS
This is the second year Toyota has partnered with The Weather Channel and Weather Active. The Weather Channel continues to deliver a truly unique branding experience for Toyota.