Quebecor Media Group’s creativity media unit has partnered with Toyota Canada on a series of video shorts promoting the 2016 Yaris.
Conceived in partnership with Saatchi & Saatchi, the campaign features Vanessa Pilon, a former contributor to the TVA program Salut, Bonjour! and a rising social media star in Quebec.
The web series follows Pilon as she surprises some of her 70,000 Instagram followers with experiences they have indicated an interest in via social media, such as a yoga session and a personalized shopping trip. It is comprised of three videos housed at canoe.ca/vraiescapades.
Quebecor is promoting the series with banner ads on Canoe Divertissement as well as the Elle Quebec, Vlog and Clin d’oeil websites, while promo ads are also running on Toyota Canada’s YouTube channel.
Additional promotional elements include digital bus shelter ads and promos on the social media channels of TVA’s Salut, Bonjour! The campaign broke Nov. 6 and is running through December.
