Titulo | Ride Home |
Agência | Saatchi & Saatchi |
Campanha | A Car to Be Proud of - Toyota |
Anunciante | Toyota Motor Corporation |
Marca | Toyota |
Posted | Mai 2002 |
Produto | Corolla |
Sector Empresarial | Automóveis |
Legenda | The new Corolla. A car to be proud of. |
Filosofia | In 2002, the ninth generation Toyota Corolla launched into a tough marketplace. |
Problema | In 2002, the ninth generation Toyota Corolla launched into a tough marketplace. |
Resultado | Revenue generated surpassed the models 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. |
Tipo de Mídia | Televisão |
Comprimento | |
Mercado | Reino Unido |
Produtora | Outsider |
Director de arte | Brett Salmons |
Redator | Jo Stafford |
Produtor da agência | Chris Moore |
Realizador | Dom & Nic |