The Japanese cross-media launch campaign of the Toyota Crown
Advertising Department, Toyota
This paper, translated from the Japanese by WARC, is an extract from an article first published in the February/March issue of Bulletin of Nikkei Advertising Research Institute. For accompanying papers from the same issue, see:
- Trends in Japanese advertisers' use of cross-media campaigns
- Trends in Japanese consumers’ exposure to and use of media in different product choices
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This article details the cross-media campaign for the new-look Toyota Crown, which underwent a full model change in February 2008. The campaign was designed in various steps, from raising...