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...