The Toyota Corolla Verso's Interactive Advertising tool on Channel 76 is a combination of a video infomercial discussing the exciting features of the new vehicle, with an interactive set of specific on-screen information. Subscribers can navigate to detailed information on the Toyota Corolla Verso's performance abilities, luxury interior features, different models and various pricing options by simply using their DStv remote control.
Toyota is enticing viewers to go and look at Channel 76 by airing a traditional advert (on-air) as well as a customised show, specifically about the Toyota Corolla Verso, on various DStv channels.
Francois Loubser, Vice President Marketing Communications at Toyota SA Motors believes that the interactive service will be a strong complement to their traditional on-air advertising. "Interactive television allows Toyota to communicate features and benefits to potential customers whose interest is piqued by traditional advertising, but who would like to take it a step further and receive detailed information tailored to their needs."
"We are very excited that Toyota saw the commercial opportunities that DStv's Interactive Advertising medium offers for the local market," says Richard Fyffe, MultiChoice's head of iTV. "Advertisers now have the chance to develop an entirely new dimension in communicating their brand and product messages by creating their own Interactive Advertising services. The power of this medium lies in giving DStv subscribers choice and control."
Fyffe cites measurability as a key advantage of the new medium. "We are able to measure levels of interaction through detailed data, using AC Nielsen, on how many subscribers visit the location and how long they spend interacting with the service," says Fyffe. "We have had high levels of subscriber engagement with other interactive services, and will track the effectiveness of the medium for our client Toyota as the campaign unfolds."
Fyffe says another added feature of the medium is the ability to run interactive competitions geared to enhance viewer interest, using the mobile platform. "We are launching this service with a competition where viewers can win a Panasonic Plasma screen if they SMS the word Verso to the onscreen number. We believe it is features like these that will redefine the future of electronic advertising."
The new channel went live at 9am on 22 May and it will run until midnight on 12 June.
Ogilvy Public Relations Worldwide / South Africa
