Toyota: The unexpected power of truth
One Wednesday morning in June 2012, our Toyota client came to us with a problem: Despite successful marketing metrics, Camry sales were down. This wasn't good news as Camry is a business-critical flagship model.
Selling Camry was never an easy task, given that overall sedan sales had been in decline for some years as Australians increasingly opted for SUVs or sport-hatch hybrids.
The then-current ad, "Cliff Diver", was a heroic depiction of the all-new Camry. It delivered a rational, product-focussed message around quality and power, and it did so...