Spotlight on Father's Day. ILOVEDAD
FATHER'S DAY REDO
When it comes to Father's Day, Dad's usually get the short end of the stick. We learned people spend about $7 billion more on Mother¹s Day than Father¹s Day. In fact, many dads are lucky to even get so much as a card or a call. As a continuation of the Camry "One Bold Choice Leads to Another" campaign, we set out to help make Father's Day mean something more.
The exciting aspect of the Father's Day Redo was the over-arching idea of Toyota suggesting and playing a role in helping people get Father’s Day right this year. (In whatever way that played out).
We filmed random people on the street, and got their true stories and gut emotional reactions. The Father’s Day video highlighted the fact that dads don’t get the same level of thought and consideration on Fathers day, then the monument gave people a chance to actively take a picture to honor their dads.
There was a flood of really positive reactions from parents and bloggers alike...
We continued the momentum all the way up to Fathers Day.
We commissioned a monument to Dads - created by artist DJ Neff - placed it on Santa Monica Pier, a traditional outing destination for families, leading up to and on Fathers Day. We worked with Youtube and Instagram influencers to write about and share it in their social mediums, and with Instaprint to promote our hashtag.
It’s hard to identify benchmarks for something like this, since it’s highly unique, but, evaluating it in the simplest of terms: a physical installation (which requires driving traffic), appeared in just one city only (limited footprint), no paid media support, and a limited time frame in which to do it, it was considered a resounding success. The success is attributed all to word-of-mouth and earned media (PR and influencers).