Toyota Yaris: It's a Car!

Saatchi & Saatchi LA

Advertiser: Toyota
Brand: Toyota Yaris
Country: USA

Objectives

  1. Sales: 25,300 units year to date of marketing launch (9/7/2011)

    1. Increase intentions by 45% during campaign duration (GfK share of 6-month light-vehicle intentions)

  2. Communication Target A18-34 Objectives: Based on Dynamic Logic 4-door automotive norms.

    1. Awareness 15% lift

    2. Favorability 6% lift

  3. Create positive online buzz about Yaris among target 18-34 audience