TOYOTA MUSIC DEN
THE ROLE
As a Strategic Planner, I articulated the strategic approach and pitched creative concepts for the Toyota Music Den’s activations at KCON and Head in the Clouds Festival.BACKGROUND
Toyota struggles to be seen as “exciting and inspiring” amongst Asian Youth but saw an opportunity to leverage music as a way in. Enter Toyota Music Den, a music-first platform that has made appearances at festivals all around the country.THE ASK
Increase Toyota’s affinity with Asian Youth through Toyota Music Den activations at KCON and Head in the Clouds.THE SOLUTION
We invited Asian Youth to “Live Loud, Share Proud” at our Toyota Music Den activations at KCON and Head in the Clouds with iconic live performances by up and coming Asian artists and activities inspired by k-pop album packaging and trendy gyaru photoshoots, respectively.CLICK HERE FOR HITC SIZZLE REEL
Key Stats:
- 8,545 estimated foot traffic at TMD booth (42.7% of all festival attendees)
- 35,381 estimated impressions
- 6.87% vehicle engagement rate, up from 4.7% back in 2022’s HITC activation
- 15,381 brand engagement touchpoints, up 71% from 2022
- 4,950 premiums given away
KCON SIZZLE REEL (COMING SOON!)
Key Stats:
- 23,758 estimated foot traffic at TMD booth
- 42,746 brand engagement touchpoints
- 11,000 premiums given away