Summary
In the garage and on the track, performance drivers crave raw authenticity - a car built by enthusiasts for enthusiasts.
Challenge: After introducing GR in the US, Toyota sought to expand its reputation into the performance space with the GR86, GR Corolla, and a broader GR Family of Vehicles.
Methodology: Audience insights informed launch strategy across positioning, ad creative, and audience targeting. Through stakeholder and expert interviews, influencer meet-ups, online journals, and focus groups, we identified the optimal positioning for the GR launch. To measure performance, Toyota also commissioned brand and ad tracking.
Insight:Toyota could establish...