Toyota Yaris: It's a Car!
Saatchi & Saatchi LA
Advertiser: ToyotaBrand: Toyota YarisCountry: USA
Objectives
Sales: 25,300 units year to date of marketing launch (9/7/2011)
Increase intentions by 45% during campaign duration (GfK share of 6-month light-vehicle intentions)
Communication Target A18-34 Objectives: Based on Dynamic Logic 4-door automotive norms.
Awareness 15% lift
Favorability 6% lift
Create positive online buzz about Yaris among target 18-34 audience
500 positive mentions per week, Based on Dynamic Logic 4-door automotive norms.
Strategy
Our research results were consistent with the growing theme that Gen Y is not interested in buying...