Table of Contents 6 2012 OVATION Awards Winning Entries

too Sexy,” further driving traffic to the booth. In addition, to help build buzz among media and
consumers around Byamba’s appearance at the show, a celebrity‐style, red carpet arrival was
orchestrated by the agency. A swarm of Byamba “fans” were positioned on the street and throughout
the interior of the building. Byamba arrived at the show in a limousine, wearing nothing but sunglasses
and a kimono. Fans screamed and chased Byamba for his autograph as he made his way to the Subaru
booth. Media and consumers alike stopped what they were doing and made their way to the Subaru
section to take part in the excitement.
Tactical program elements that helped the agency exceed its goals, included:
1) Booth Activation
‐ World sumo champion and star of the ‘Sexy Comes Standard’ commercials, Byamba, featured in a
hollywood‐style photoshoot with attendees
‐ The set featured a 2011 Forester that was positioned in front of an outdoor backdrop, of which the
image was taken directly from the advertising print campaign
‐ Attendees received a branded, framed photo for free as a takeaway
2) Guerrilla Activation
‐ On the first day of the show, Byamba arrived in a limousie wearing only his kimono, and was welcomed
by a red carpet
‐ Screaming sumo fans were positioned strategically throughout the convention centre and followed him
onto the show floor and asking for autographs
‐ The sexy photoshoot team played ‘Boys Wanna Be Her’ by Peaches – featured in the ‘Sexy Comes
Standard’ TV spot – signalling the sexy sumo’s arrival
‐ Inititative was filmed and cut into a professional video used for social media seeding
3) Media Relations Outreach
‐ Drafted and disseminated an alert to GTA‐based media announcing Byamba’s red carpet arrival at the
AutoShow
‐ Prepared and distributed a marketing release, highlighting Byamba’s appearance and the various
integrated campaign elements
4) Contesting
‐ Multiple touch‐screen kiosks were positioned within the activation area whereby attendees could
enter to win a $1,000 SportChek gift card, aligning with Subaru’s outdoor enthusiast culture
5) Social Media
‐ Along with the hardcopy prints, consumers could opt to receive a digital copy of their photo
‐ Digital copies were disseminated to thousands of booth visitors, influencers and media with a message
from Subaru Canada encouraging social sharing
‐ Images and content were regularly shared through Subaru Canada and the AutoShow’s Twitter and
Facebook pages
‐ Byamba’s red carpet arrival was shared on the Subaru Canada Facebook page
IMPLEMENTATION & CHALLENGES:
The total event budget was $100,000, which covered the costs of creative planning, installation, on‐site
execution, PR outreach and a very hungry sumo wrestler. DDB PR’s greatest challenge, however, wasn’t
working within a limited budget, it was executing an activation that would position Subaru above the
cluttered hallways of the Toronto AutoShow. With over 20 automotive brands vying for the coveted
consumer eye, the agency had its work cut out for it.
Meanwhile, the previous activations at both the 2009 and 2010 AutoShows were an enormous success;
therefore the agency once again had to out‐do itself and deliver a fresh, creative experience for