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Toyota Launches Social Media Live-Streaming Campaign

Press Release - Johannesburg, South Africa, 28 March 2017

JOHANNESBURG, MARCH 28, 2017 – If you want to connect with Millennials, then you’ve got to speak their language… and that language is music.

So, that’s what Toyota is doing with its groundbreaking online campaign to communicate with men and women 18 to 35 years old, using Toyota’s funky new lifestyle models, the C-HR and the RAV4, as a high-octane backdrop.

#ToyotaLive kicked off on March 23 across all major social media platforms, including Facebook, Twitter and YouTube, with a live-streamed 15-minute music show. Live-streaming across the social media platforms simultaneously is a South African first.

The campaign will run over 10 consecutive weeks, in 10-to 15-minute episodes, featuring 10 of the country’s top musicians – but with a twist. The well-known musicians will team up with up-and-coming acts. The household-name artists will perform one of their own hits and perform a collaboration with the break-out new artist.

So, it’s entertainment and opportunity rolled into one.

Conceived by FCB Joburg, the shows will be hosted by the live wire Fred Merc, and will feature a veritable Who’s Who of the local music industry, including Nasty C, Kwesta, Locnville, Fifi Cooper and Nakhane Toure. Newcomers, including Telleman, Mque, TLT and Chad da Don, are expected to seize this great opportunity.

The campaign aims to celebrate South Africa’s vibrant youth culture, which is perfectly personified by the C-HR and RAV4.

The break-the-mold C-HR set South African cyberspace alight even before its official launch, with its combination of revolutionary, extrovert styling and superb Toyota engineering. The car is aimed at individuals who want to stand out from the herd and make a loud, and proud, statement about themselves.

The sleek, sophisticated RAV4 now has even more road presence and turns even more heads, thanks to a bold exterior redesign centered on full LED headlights and a new front end featuring a bold, bigger Toyota badge front-and-center.

“The Millennial market is all about lifestyle and about individuality, and #ToyotaLive aims to build a strong connection and affinity among this market – but at the same time, it aims to build even bigger brand love with its valued existing, and devoted, customers,” said FCB Africa’s creative director, Tiaan van den Heever, explaining the campaign.

The campaign kicked off on March 23 and will run every Thursday at 2:30 SAST until May 25.