Toyota partners with ARN for full-day takeover of Pure Gold Network

Former Assistant Editor

HT&E’s ARN and Adshel have partnered with Toyota to deliver a unique, mass scale campaign, which sees Toyota take over Pure Gold’s advertising today.

From 6am this morning through to 7pm this evening (Thursday March 29) – Toyota is the only commercial partner being heard on air, advertising its new Camry.

This mass activation applies from Sydney’s WSFM, to Melbourne’s GOLD104.3, plus 4KQ in Brisbane, Cruise1323 in Adelaide and 96FM in Perth.

The network is sharing the stories of everyday people who’ve ‘defied expectation’ – the tagline for the new Camry.

“This initiative demonstrates the strength that collaboration across on-air, digital and out of home can achieve to create impact for brands and engage audiences,” said ARN chief commercial officer Emma-Jayne Owens.

“This Pure Gold network takeover is an excellent example of how ARN can help to energise brands and reach our audiences in interesting and engaging ways.”

The campaign is an Australian first and is running in tandem with a nationwide Adshel campaign. More than 150 Adshel Live digital screens is displaying the new Camry creative exclusively.

The campaign is also in collaboration with creative agencies The Media Store and Saatchi.

“We’re excited to be part of this media first and to be able to showcase some amazing stories of courage, perseverance and determination from every day Australians,” said Toyota Australia general manager national marketing Wayne Gabriel.

“We hope that through the sharing of these stories we can inspire others to defy their own expectations. Each of our agency partners has brought something special to what will be a fantastic day.”

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Peter Sinclair
30 Mar 2018 - 10:30 am

Well done to Gaby Brown and Anthony “Bad Boy” Badolato (and J&A) on the “defying expectations” audio pieces!


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