Toyota expands its activities in the area of branded content and product placement, becomes a partner of the reality show Zrádci.
Toyota Czech Republic has become an official partner of the second series of the detective game show Zrádci broadcast on TV Prima, for which it provided eight Land Cruiser vehicles. It is thus expanding its activities in the area of branded content and product placement.
Toyota vehicles become part of the visual identity of the show, appearing during the contestants' moves to accommodation, during tasks and in everyday situations. This gives the brand visibility with the target audience, who seek adventure, suspense and authenticity.
"Our aim is to reach a new target group through the Zrádci show and to promote the perception of the Land Cruiser as a legend in a modern setting. This iconic car is a symbol of reliability, strength and durability, which resonates perfectly with the atmosphere and dynamics of the show," says Michal Velička, Marketing Manager of Toyota ČR.
The host of the show remains actor Vojta Kotek, the second series will appear on TV screens from 14 September, while on Prima viewers can watch the individual episodes a week in advance. The final episode of the first series achieved a share of 34.36 percent in the target group of 15-40 years old.
Toyota has long been a partner of major sporting and cultural events. Among the most notable collaborations are the Rock for People festival, partnerships with the Czech Olympic and Paralympic Committee and projects for children such as the Toyota Dream Car.
Source: mediaguru.cz
