{"id":5158,"date":"2015-07-28T09:25:32","date_gmt":"2015-07-28T07:25:32","guid":{"rendered":"https:\/\/www.mozaik.com\/blog\/?p=5158"},"modified":"2023-11-24T14:49:47","modified_gmt":"2023-11-24T14:49:47","slug":"mozaik-tops-at-iab-mixx-awards-2015","status":"publish","type":"post","link":"https:\/\/www.mozaik.com\/blog\/mozaik-tops-at-iab-mixx-awards-2015\/","title":{"rendered":"Mozaik tops at IAB Mixx Awards 2015"},"content":{"rendered":"<p>The <strong>highest prize at the IAB Mixx awards 2015<\/strong> was won by Mozaik for its <strong>campaign for<\/strong> <strong>Toyota Hybrid<\/strong>. Mozaik won the <strong>Best in Show award<\/strong> which is given to the entry with the highest score overall and the <strong>Gold in the category Digital channels integration<\/strong>.<\/p>\n<p style=\"text-align: left;\">The IAB Mixx awards are <strong>organized by the Interactive Advertising Bureau<\/strong> and it is the only competition locally that entries are judged by an <strong>international group of judges<\/strong>.The entries win for a <strong>combination of strategy, content creation, and optimum use of digital channels<\/strong> resulting to the highest campaign effectiveness. Mozaik combined a set of <strong>7 original pieces of content<\/strong> with the <strong>use of 4 digital channels<\/strong> offering to users a complete digital experience.<\/p>\n<p style=\"text-align: left;\"><img loading=\"lazy\" class=\"alignnone size-full wp-image-9446\" src=\"https:\/\/www.mozaik.com\/blog\/wp-content\/uploads\/2015\/07\/01-1-1.jpg\" alt=\"\" width=\"640\" height=\"628\" srcset=\"https:\/\/www.mozaik.com\/blog\/wp-content\/uploads\/2015\/07\/01-1-1.jpg 640w, https:\/\/www.mozaik.com\/blog\/wp-content\/uploads\/2015\/07\/01-1-1-300x294.jpg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p style=\"text-align: left;\"><strong>THE CHALLENGE<\/strong><\/p>\n<p style=\"text-align: left;\"><strong> Toyota Hellas<\/strong> entered 2015 within a new market reality in Greece, were buyers now focus on economy and favor smaller cars with Diesel engines. Its <strong>business objective<\/strong> to substantially<strong> increase the share of their Hybrid cars<\/strong> was shared with Mozaik.<br \/>\nNew car buyers however did not understand the <a href=\"http:\/\/www.toyota.gr\/hybrid-innovation\/index.json\" target=\"_blank\" rel=\"noopener\">Hybrid Technology<\/a> so as to trust it and adopt it. There was a perception that Hybrid cars are expensive and also there were questions about their complexity at use and their \u00a0needs for maintenance. Hybrid was viewed as a<strong> niche technology<\/strong>, while consumers were not aware of their fuel efficiency and economy at use. As a result, <strong>Toyota Hybrid was irrelevant to the mass buyer.<\/strong><\/p>\n<p style=\"text-align: left;\">The <strong>objectives<\/strong> set were:<\/p>\n<ul style=\"text-align: left;\">\n<li>To <strong>position Toyota Hybrid in a competitive and relevant way<\/strong> to local needs and perceptions.<\/li>\n<li>To <strong>capture the interest of car considerers<\/strong> about the Toyota Hybrid technology.<\/li>\n<li>To <strong>guide mature prospects<\/strong> through the purchasing-funnel and lead them towards consideration and eventually preference.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.mozaik.com\/blog\/wp-content\/uploads\/02.png\"><img loading=\"lazy\" class=\"alignnone size-full wp-image-5172\" src=\"https:\/\/www.mozaik.com\/blog\/wp-content\/uploads\/02.png\" alt=\"mozaik tooyta hybrid\" width=\"640\" height=\"480\" \/><\/a><\/p>\n<p style=\"text-align: left;\"><strong>THE STRATEGY<\/strong><\/p>\n<p style=\"text-align: left;\">We have therefore set our strategy to <strong>position the Toyota Hybrid brand on Economy<\/strong> supported by its advanced technological features;<br \/>\nConsequently our content strategy was adapted to convey a multitude of messages aiming to <strong>educate buyers in a succinct straight forward way<\/strong>.<\/p>\n<p style=\"text-align: left;\">The <strong>key brand promise<\/strong> set was:<br \/>\nToyota Hybrid <a href=\"http:\/\/www.toyota.gr\/hybrid-innovation\/introducing-hybrid\/index.json\" target=\"_blank\" rel=\"noopener\">produces its own energy<\/a> while moving.<\/p>\n<p style=\"text-align: left;\">Our content strategy required <strong>original content creation<\/strong> as well as the <strong>redesign of the brands assets<\/strong> and the restructure of the Hybrid section of the website. <strong>Powerful Reason Whys<\/strong> and a <strong>clear educational tone<\/strong> that included <strong>gamification<\/strong> and avoided \u201cinstructions\u201d conveyed our messages within each piece of communication.<\/p>\n<p style=\"text-align: left;\">At field our channel strategy evolved around<strong> Google Search (text ads)<\/strong>, <strong>Youtube TrueView ads<\/strong>,<strong>Google Display Network<\/strong>, <strong>Gmail Sponsored Promotions<\/strong> and <strong>Facebook sponsored posts and ads.<\/strong><strong>Targeting<\/strong> was based on <strong>Interests, topics, car related assets<\/strong> and Facebook targeting, while <strong>Remarketing technics<\/strong> were utilized. The <strong>Build \u2013 Measure \u2013 Learn approach<\/strong> was adopted throughout the <strong>campaign\u2019s period of 30 days.<\/strong><\/p>\n<p style=\"text-align: left;\"><img loading=\"lazy\" class=\"alignnone size-full wp-image-5162\" src=\"https:\/\/www.mozaik.com\/blog\/wp-content\/uploads\/04.jpg\" alt=\"MOZAIK FOR TOYOTA\" width=\"640\" height=\"480\" \/><\/p>\n<p style=\"text-align: left;\"><strong>CONTENT<\/strong><\/p>\n<p style=\"text-align: left;\">The key content pieces used for the campaign were:<br \/>\n<strong>The Moon.<\/strong><br \/>\n<strong>A<\/strong> <strong>symbolic big idea<\/strong>. <strong>Created by Mozaik<\/strong> and <strong>produced by Magikon<\/strong> the moon<strong> fills up while moving which is also the case with a Toyota Hybrid.<\/strong> The video, atmospheric and imposing, shows two Toyota Hybrids that travel at night, to meet at the sea front, while simultaneously the moon fills up to its whole.<\/p>\n<p style=\"text-align: left;\"><img loading=\"lazy\" class=\"alignnone size-full wp-image-5161\" src=\"https:\/\/www.mozaik.com\/blog\/wp-content\/uploads\/03.jpg\" alt=\"MOZAIK FOR TOYOTA\" width=\"640\" height=\"1054\" \/><\/p>\n<p style=\"text-align: left;\"><strong>HOW IT WORKS<\/strong><\/p>\n<p style=\"text-align: left;\">An <strong>educational microsite<\/strong> on <a href=\"http:\/\/www.toyota.gr\/hybrid-innovation\/how-it-works\/index.json\" target=\"_blank\" rel=\"noopener\">how this technology works<\/a>.<br \/>\nCreated and developed by Mozaik, showcasing a <strong>Toyota Hybrid moving in the city<\/strong> and clearly describing at <strong>every stage of its trip<\/strong> the function and benefits of the Hybrid technology.<br \/>\n<strong>Kailer.<\/strong><br \/>\nA <strong>video demonstrating the driving experience<\/strong> adapted from the UK.<\/p>\n<p style=\"text-align: left;\"><strong>ROI<\/strong><\/p>\n<p style=\"text-align: left;\">The campaign results were strong in some cases phenomenal. Traffic to the web site\u00a0<strong>increased by 68% for the period<\/strong>\u00a0and\u00a0<strong>new visitors almost doubled<\/strong>. The visits to the Hybrid section of the website had a\u00a0<strong>1.680% rise<\/strong>\u00a0(not from a small base) while\u00a0<strong>traffic to the Hybrid model-sections increased by over 50%.<\/strong>\u00a0Similarly\u00a0<strong>campaign impressions were counted in tens of millions<\/strong>. The confirmation however of the campaign\u2019s success came from the off-line metrics where the\u00a0<a href=\"http:\/\/www.toyota.gr\/hybrid-innovation\/hybrid-experience\/index.json\" target=\"_blank\" rel=\"noopener\">test drives<\/a><strong> were increased sharply<\/strong>\u00a0as well as the corresponding order-rate of the Toyota Hybrid models.<\/p>\n<p style=\"text-align: left;\">\n","protected":false},"excerpt":{"rendered":"<p>The highest prize at the IAB Mixx awards 2015 was won by Mozaik for its campaign for Toyota Hybrid. Mozaik won the Best in Show award which is given to the entry with the highest score overall and the Gold in the category Digital channels integration. The IAB Mixx awards are organized by the Interactive [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5529,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[109,115,48,114],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mozaik tops at IAB Mixx Awards 2015 - Mozaik Journal<\/title>\n<meta name=\"description\" content=\"Mozaik wins the highest prize at the IAB Mixx awards 2015, for its campaign for Toyota Hybrid.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mozaik.com\/blog\/mozaik-tops-at-iab-mixx-awards-2015\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mozaik tops at IAB Mixx Awards 2015 - 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