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Intelligent Life

headlinecnen
The ingenious new Toyota Yaris
basics
Industry: Automotive & Services
Media:TV & Cinema
Published:2003
Market:Czech Republic
Style: Minimalism
descriptioncnen
In 2003 - twice as old as its segment’s average - the Yaris was beginning to fear aging. On the eve of its 5th anniversary, Toyota decided it needed a new campaign to defy the expected fate of its smallest model. The ‘natural’ aging process dictates that generally around the 3rd/4th year after launch, the average car enters the irreversible declining phase of its model lifecycle. Toyota Yaris’ "Intelligent Life" campaign helped address the aging process and its expected decline in sales. Sales in Europe increased by 3.7% and prices remained stable. This was achieved at a time when competitors' sales fell by between 5% and 15% and the European car market contracted.

Context


CAMPAIGN OBJECTIVES
Marketing objectives:
- Maintain 2002 sales (208,786 units).
- Keep the average European price for a new Yaris (€12380) from falling.

COMMUNICATIONS OBJECTIVES:
- Significantly raise unaided awareness from 74% in 2002.
- Avoid a decline in image statements linked to technical advancement perceptions.

TARGET AUDIENCE
Young, progressive, modern and mainstream. While people in this segment have a strong emotional attachment to their car, they also tend to have a poor image of small cars, perceiving them to be low tech, uncomfortable and display poor performance.

CAMPAIGN PERIOD
March 2003 to December 2003.

Philosophy/Solution


CREATIVE STRATEGY:
The creative idea leveraged the insight that, despite their concerns about small cars, the target audience accepted that small is seen as better, faster and more sophisticated in the world of technology. The trick was to find a solution that made them see the Yaris as technologically advanced.

The “Intelligent Life” idea did this by elevating the Yaris technology to that of a more advanced civilization. The concept gave Toyota a creative device – the aliens. The use of aliens led to an association with superior technology. It was also extremely flexible when it came to illustrating any list of functional benefits the central or local clients wanted to illustrate. The car was communicated through its technology while remaining in a world the target could empathize with in any European market.

OTHER COMMUNICATIONS PROGRAMMES
The French campaign featured internet banners, a mini-site, POS material and a direct mailing campaign which also leveraged the music of the TV spot.

MEDIA
- Broadcast
- Print
- Out-of-Home

TOTAL MARKETING EXPENDITURE
Over €20 million.

MEDIA STRATEGY
TV was the pinnacle of the communication campaign. It was used to gain a strong voice in the segment given Yaris’ challenger position. TV was supported with a combination of outdoor, print, cinema and radio. The goal of the first three was to renew the perception of Yaris. Print was used to target Yaris’ traditional younger and more feminine targets. Outdoor was used to create news and awareness around the Yaris new communication codes.

Results


The results demonstrate that Toyota more than exceeded its 2003 campaign objectives in Europe:
- Rather than just remaining stable, Yaris’ sales actually increased, from 208,786 units in 2002 to 216,453 in 2003. This increase of 3.7% is impressive if one compares it to Yaris’ competitors in the same period, almost all of whom experienced a decline in sales.
(Source: NewReg)
- Toyota was able to keep the average European price for a new Yaris from falling – from €12,380 in 2002 to €12,400 in 2003.
(Source: NCBS)
- Unaided awareness for Yaris significantly increased from 74% in 2002 to 80% in 2003. The unaided awareness for the Toyota brand as a whole increased from 35% to 37% in the same period.
(Source: CAR PARK)
- The image statements linked to technical advancement perceptions remained stable and even improved, contrary to expectations. Those agreeing that the Yaris had good “Technical advancement” moved from 28% in 2002 to 29% in 2003. Those agreeing that the Yaris had good “performance” went from 24% in 2002 to 26% in 2003.
(Source: CAR PARK)
credit
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Agency:
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Director:
awards
EACA Euro Effies 2004
Silver
Automotive
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