Agency: Saatchi & Saatchi

Toyota Matrix

Advertiser: Toyota Canada Inc.
Awards: Best Launch -Silver; Automotive & DIY - Certificate of Excellence

EXECUTIVE SUMMARY

Results Period for the Case: The 16 months from February 2002 through May 2003.

Base Period Used for Comparison: n/a, since this is a launch.

The Toyota Matrix was launching in the Crossover Utility Vehicle segment. The segment was growing aggressively, but the Matrix had a difficult challengeto appeal to a buyer not pre-disposed to Toyota. In addition, it would face the simultaneous launch of the Pontiac Vibe. This was significant, because the Vibe was virtually the same as Matrix (actually produced at the same factory), but branded under a different name with slight aesthetic differences.