This paper is the story of the launch of the Toyota RAV4. It highlights the role of strategic planning and how it helped: to protect the integrity of the creative idea and to allow it to appear at all; to redefine the target audience; to redefine the proposition for this audience; to nurse the creative execution through creative development research; to reassure the client of the views of this audience with Vox Pops and Generation X presentations; to persuade the BACC to allow us to show a film they initially condemned as 'ageist' and 'boy-racerish'; to produce impressive sales results.
Agency: Saatchi & Saatchi | Author: Alexandra McKie |
The car in front needs the advertising in
front - The launch of the Toyota RAV4
Toyota has a wider range of models than any other car
manufacturer. Toyota advertises more models every year than any
other car manufacturer. Toyota, like most other car
manufacturers, spends most advertising money on its largest
volume models. Toyota buyers have the oldest age profile of any
car manufacturer. Toyota is rarely considered by car buyers under
the age of 35.
Why then did Toyota advertise a low volume, small 4x4 with
over...