New online competition ties Yaris to young adults

The competition will reward the doer, the dreamer, the world changer; as well as those who recognise their potential and pledge their support by going online and voting. While the most inspiring young entrepreneur will win a Yaris 1.0 Xi at the end of the competition, each week a lucky voter will win either an iPad or an iPhone.

Interest in the competition is being driven by a campaign developed by digital and interactive specialist agency, Mesh. This includes online advertising, Facebook, Twitter and email activity, mobile elements and radio advertising on Metro FM.

Also creating interest is a video directed by the award-winning Tristan Holmes. It was shot using over 25 cameras, all running simultaneously. There's definitely a Matrix feel to the spot but it is not nearly as dark and intense. Instead, it epitomises the Yaris; there's energy, creativity and true South African flavour. Featuring a dynamic sound track and repetitive movement of some of the categories that can be entered into the competition, it is engaging and very fresh.

To enter the competition, entrants must visit www.yaris.co.za or www.yarissa.mobi and upload 250 words or less, as well as photographs, describing their 'big idea' in one of three categories: business, social and personal. Visitors to the site vote for their favourite. On March 28 three finalists will be chosen from the 20 entries that received the most votes. They will be teamed with a professional production team to shoot a video promoting their 'big idea'. These three then go head to head, and the one who receives the most votes by May 11 will win the Yaris 1.0 Xi.

According to Matalane Ngobeni, Web Communications Manager at Toyota SA, Yaris wanted a campaign that would strongly align itself with South Africa's young adults in a way that would support their passions and ambitions.

"Yaris acknowledges that young adults in South Africa are fun-loving and social animals," she said. "But, the brand also knows that this target market has a strong social conscience and serious ambition to make the world a better place while building a positive future.

"This competition gives Yaris the opportunity to help young social and business entrepreneurs, and proves that the brand is a part of their lives, not a superficial icon.

"To date, the site has attracted some 171 entrants and voters are being encouraged to support them, particularly those who want to shake up the norm.

"For example, there's Tshepo from Alexandra who wants to start a youth magazine whose aim is to empower the younger generations with information they actually need, not cheap gossip and pointless diatribe.

"Ducatista wants to make biking safer by opening a biking academy similar to the Advanced Driving School while Kgoshigadi is an initiative that seeks to assist young girls in disadvantaged communities who skip days, even weeks, of school due to complications caused by being under-prepared for their menstrual cycles.

"Sugarfists describes herself as a 'rocking' girl whose dream it is to create a roller derby league in South Africa and Subrocc, an up-and-coming documentary maker, wants to get on the road and capture the country he grew up in and loves. Of course, a Yaris would help him do this.

"These are just some of the inspiring tales we've come across on the site. We're certain there'll be many more before the competition finishes its first phase on March 27, and that Yaris will be apart of their lives for many years to come," she said.