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Party Dress

basics
Industry: Automotive & Services
Media:TV & Cinema
Market:United Kingdom
Language:English
Style: Minimalism
descriptioncnen
Context


In 2002, the ninth generation Toyota Corolla launched into a tough marketplace.

Philosophy/Solution


In 2002, the ninth generation Toyota Corolla launched into a tough marketplace.

Results


Revenue generated surpassed the model’s previous (1997) successful launch by £99m over the first two years. Advertising ROI was £4.58 for every extra £1 invested. A value product became a valued brand. How? By identifying and targeting a new, more lucrative consumer segment. Creating a campaign ‘A car to be proud of’ that sold emotion, not features. Investing ingeniously in communications.
credit
Brand:
Agency:
Copywriter:
Art Director:
Production Company:
Director:
Editing:
Other credit:Account Director Jamie Copas
Agency Producer Chris Moore
Actor / Celebrity Kelly Smorthit
awards
Cannes Lions International Festival of Creativity 2004
Silver
Cars
Clio Awards 2004
Silver
Automotive
British Television Advertising Craft Awards 2004
Finalist
Performance by an actress
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