Toyota: More than a million pounds investment for a little silver pack

This case study describes how Toyota, the car maker, motivated staff in Toyota Centres across the UK in order to increase local marketing activity before the launch of a new model.

Toyota: More than a million pounds investment for a little silver pack

Agency: EMO Unlimited

The challenge was to motivate the Toyota Centre network of 180 locations nationwide, to ensure the C-HR would become Toyota's most successful vehicle launch ever. A plan was hatched to fire-up comprehensive local marketing activity as early as possible to give the campaign the bedrock needed for success.

Strategy

C-HR is Toyota's first entry into the compact crossover market.

Its arrival allows Toyota to speak to new audiences, so it's positioned as a brand rejuvenation.

The model sits in a segment of the market where...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands