Toyota mobilized Talent

Having your product placed in the most watched talent show - that's a win!

About the show

The current 10th anniversary edition of Czech and Slovak republic have talent is by far the most watched show on the Slovak market. Every Sunday premiere of Talent on JOJka is the market leader at the time of its broadcast.

The seasoned presenter duo of David Gránský and Jasmin Alagič Vrbovská are complemented in the show this year not only by popular jury stalwarts Marta Jandová, Diana Mórová, Jakub Prachař and Jaro Slávik, but also by secret guest judges - viewers will be surprised by new faces and exceptional talents in each episode.

Implementation of product placement

Toyota is one of the largest and most famous car companies in the world.
It believes that mobility is at the forefront of the current digital era.

That's why last year it mobilized the entire Czech and Slovak republic have talent!

In its cars it transported presenters and judges, performers, and their props. Toyota’s cars even became an active part of some performances.

Toyota has a talent not only for driving, but also for very tasteful design posing and also made spectacular backdrops in the corners of the modern capital and its surroundings. 

Watch the video and see for yourself:

Viewership results and campaign evaluation

Czech and Slovak republic have talenthas a reach of almost 700 thousand viewers. Every second Slovak has already watched the show on JOJka at least once. The current tenth series wins every Sunday over the competition and is the market leader. (However, as it is currently being broadcast, the footage in the case study is from last year's 9th season of the show.)

Toyota in Talent is a prime example of how an automotive product can be used in a TV show in a very active and natural way, both as a practical vehicle for the faces of the show, and as a modern design piece that fits naturally into the rich mosaic of pro shots of sharply watched, talent-filled entertainment.

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