TOCA
Networking is not working. We’re not ourselves at work, we’re buzzword-savvy and business-casual, we put on our face and put on a show… and we’re anything but real. Young professionals want to network without the performance of it all.
Enter TOCA: the modern professional’s digital business card. Through NFC technology, TOCA empowers users to make real connections in real time.
The Ask: TOCA’s first campaign — organic social content, guerilla marketing tactics, paid ads
AD: Nathalie Lopez
RETHINKING NETWORKING
TOCA is for making connections anywhere and everywhere.
Our paid ads show three different scenes of networking in the wild.
LinkedIn is a necessary evil for young professionals. It’s just another place where they can’t really express themselves. So, we’ll indulge in the mockery of it all for them.
While they’re busy pimping themselves out, our anonymous TOCA character is posting cringe content at least once a week about his favorite thing — upholding the weighted blanket of capitalism!
LINKEDIN TAKEOVER
TIK TOK CONNECTION CHALLENGE
Our Tik Tok filter encourages everyone to push past the cringe of small talk and make a meaningful connection somewhere they normally wouldn’t.
The filter prompts users with a connection challenge — a place to go and a zeitgeisty topic to discuss.
After recording their filter prompt, users will return to Tik Tok to recap their challenge.