The Japanese cross-media launch campaign of the Toyota Crown

This paper, translated from Japanese, details the cross-media launch campaign for the new-look Toyota Crown, which underwent a full model change in February 2008.

The Japanese cross-media launch campaign of the Toyota Crown

Advertising Department, Toyota

This paper, translated from the Japanese by WARC, is an extract from an article first published in the February/March issue of Bulletin of Nikkei Advertising Research Institute. For accompanying papers from the same issue, see:

  • Trends in Japanese advertisers' use of cross-media campaigns
  • Trends in Japanese consumers’ exposure to and use of media in different product choices

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This article details the cross-media campaign for the new-look Toyota Crown, which underwent a full model change in February 2008. The campaign was designed in various steps, from raising...

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