Toyota: Mas que un auto
Objectives
Our key business objective in launching this campaign was to maintain our leadership position. To do this, we wanted to grow our market share and widen the gap between Toyota and its closest competitor, Nissan.
Our behavioral objectives, in support of the business objective, were:
Badge Orders were a key success metric because it was the ultimate behavior we could ask of our audience: to take action to order a badge and place it on their vehicle.
We derived these goals from studying our historical performance on other campaigns. Similar campaigns are...