Toyota: Jan at the front desk

This case study explains how Toyota, the car manufacturer, changed its sales event advertising in the US to give the brand a more human face, For two year's Toyota's national sales event advertising was declining in effectiveness, and it needed to change that.

Toyota: Jan at the front desk

Toyota

Summary

For nearly two years, Toyota's national sales event advertising experienced significant declines on all KPIs. To evolve the advertising, the team developed a large scale, multi-phase research program including focus groups, biometrics testing, and on-going quantitative diagnostics tracking. The insights helped the team develop a consistent creative strategy combining the most effective, motivating messaging with compelling storylines using a receptionist character ("Jan") as a trustworthy centerpiece and consumer ally. The on-going program has informed a "playbook" for developing the most effective sales event advertising. The resulting "Jan at the Front Desk" campaign...

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