Toyota moves T4 TV ad account to Vevo in 7-figure deal
Toyota has struck a seven-figure deal with music video platform Vevo, ending its long-running sponsorship of Channel 4’s T4.
The year-long deal will centre on promoting the car marque’s Aygo model across Vevo’s platforms and devices, which span desktop, smartphones, and tablets, smart TVs and games consoles, and will sponsor the “What’s Hot Weekend” roundup of its most popular music video premieres.
Toyota worked with Aegis-owned Glue Isobar on the #YNOT campaign, aimed at triggering Vevo’s youth-geared audience to engage on social media channels about the brand using the hash tag. The campaign will include video pre-rolls, idents and digital display ads, all of which have been designed to spark social media conversations.
Vevo senior VP, International, Nic Jones said the deal marks a “watershed” moment for Vevo UK.
Toyota’s brand and digital manager Lisa Fielden said the youth-geared Vevo audience aligns well with its target demographic.
“With the growth of music and entertainment consumption online, Vevo’s position as the number one UK music video destination makes it an ideal partner for us.
“A big selling point was Vevo’s steadily growing mobile audience – crucial in its ability to target the hard to reach youth market,” she said.
Vevo, a joint venture between Abu Dhabi Media, Sony Music Entertainment and Universal Music Group, claims a 10.5m monthly viewing audience, a quarter of whom are now watching videos on mobile, tablet and connected devices.
The deal was brokered by Toyota Aygo’s agency Newcast, ZenithOptimedia’s brand partnership division.