Toyota Grand Highlander’s Virtual Product Placement (VPP) campaign with iTalkBB Media has granted significant favorability and consideration among Chinese Americans.
Background
Toyota as the most well-known and most-owned vehicle brand in the Asian community launched its new model of Grand Highlander in Fall 2023. Toyota aimed to introduce the new model to the Chinese community in the US by actuating the cultural shift in the Asian community of recognizing that love encompasses more than just stability from the traditional Asian values of security being the ultimate expression of family love. Embracing all the joys in life and providing experiences are just as important as stability and security.
Target Audience
The newer generations of Asians, coming from traditional families where fun was never prioritized, have become the “Expressive Providers” who wish their families to live more freely, enjoy the experience and the memories along the way instead of seeing a family car ride is just from point A to B.
As the largest Chinese streaming content provider in North America, iTalk TV Platforms not only can reach over 2.6 million Chinese cultural audiences based in North America but was able to create an exceptional immersive ad-viewing experience.
Campaign Summary & Goals
Expressive Providers have shifted their focus beyond basic necessities. They now seek to enrich family life with quality time and love. This entails enjoying shared moments such as watching TV together, embarking on travels as a unit, and investing in vehicles like the Grand Highlander, which serve as conduits for experiencing life's joys. The campaign strives to seamlessly integrate these cherished moments into the new model's presentation, showcasing how the target audience can envision their ideal lifestyle with it.
Strategy
Integrating the messages of the Toyota Grand Highlander into several episodes of the popular Chinese drama "All the Way to the Sun" through visually appealing and contextually relevant placements using a non-disruptive format known as In-Content Virtual Product Placement (VPP). This strategic approach aims to enhance brand awareness, favorability, and ultimately influence purchase consideration among viewers.
Virtual Product Placement (VPP)
is an AI-powered advertising format that identifies and surfaces the contextually relevant moments in existing program content and seamlessly embeds the branded imagery into an immersive ad-viewing experience with zero interruption. 10 placements were inserted directly into 10 different episodes of the program in the form of billboards, brochures, in-store screens, and information kiosks.
Marketing Plan
- VPP integration streamed on iTalk TV Platforms, including set-top-box (connected TV), desktop, tablet, and mobile phone.
- Extended Marketing Channels to promote the show that boosts the exposure of the VPP: Email Newsletters, Articles on WeChat, Preview Clips on Youtube, Homepage header banner on iTalk TV Platforms
- TV commercials and static ad banners of the Toyota Grand Highlander
RESULTS
iTalkBB Media is a leading marketing and advertising source offering unique advertising opportunities to businesses penetrating the Chinese consumer market in North America. As a member of the iTalk Family Companies, it has exclusive advertising rights for placement of advertising on its affiliate companies’ state-of-the-art Set-Top-Box (iTalkBB Chinese TV) and streaming (iTalkBB TV) Chinese language platforms (the “iTalk TV Platforms”).
iTalk TV Platforms are the largest licensed Chinese-language television and streaming services in North America. iTalk TV Platforms are boutique ad-supported video-on-demand (AVOD) platforms with options of free and subscription tiers offering various Chinese streaming content through their Set-Top-Box platform and digital platforms on the web and mobile app versions. By reaching 2 million users, the services entertain audiences with a curated collection of movies, TV shows, original content, and in addition to 30+ live streaming channels.
iTalkBB Media provides a wide range of multi-formatted advertising solutions for businesses to make their brands even more visible. Our enhanced ad-viewing experiences allow marketers to explore new-found interactive campaign formats with data-driven processes. To learn more, please don't hesitate to contact our representatives. Contact Us
