Knocking TV audience estimates out of the park for 100% reach.

The Toyota Dealers Association of Quebec wanted to find a unique way to stand out in a saturated advertising environment already filled with stiff competition.

The initiative was extremely well received, even by the press. But most importantly, people watched the show more than ever. Nearly 50% of francophone Quebecers watched the season premiere, a 43% increase compared to the initial estimate. All in all, the tactic generated about 23,500,000 impressions that directly contributed to strengthening Quebecers’ love for the Toyota brand.