• Ad Age, Friday, July 21, 2006 1:30 PM

Japanese automaker Toyota has discovered the wonders of video on demand, says Ad Age. The company has cut a deal with Cablevision for a VOD campaign that supports three of its brands: the Camry sedan, the RAV4 small sports utility vehicle, and the Yaris. All are highlighted in branded content on the cable provider's digital Optimum Autos interactive channel, where subscribers can watch videos about each car's 2007 model. Users can also request pricing information or product brochures with the click of a remote, since the cable operator already has subscribers' contact information. Toyota collects the requests and distributes leads to area dealers. "This is the most interactive campaign Toyota has ever done on television," says Barry Frey, svp, sales at Cablevision. "We've given Toyota a channel within a channel." The effort is aimed at creating a "powerful and distinctive one-on-one engagement" with existing owners and potential buyers, according to a spokesman for Saatchi & Saatchi, Toyota's ad agency.

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