Toyota Yaris: It's a Car!

Toyota, an automaker, promoted its subcompact Yaris model to young consumers in the US with this campaign.

Toyota Yaris: It's a Car!

Saatchi & Saatchi LA

Advertiser: ToyotaBrand: Toyota YarisCountry: USA

Objectives

  1. Sales: 25,300 units year to date of marketing launch (9/7/2011)

    1. Increase intentions by 45% during campaign duration (GfK share of 6-month light-vehicle intentions)

  2. Communication Target A18-34 Objectives: Based on Dynamic Logic 4-door automotive norms.

    1. Awareness 15% lift

    2. Favorability 6% lift

  3. Create positive online buzz about Yaris among target 18-34 audience

    1. 500 positive mentions per week, Based on Dynamic Logic 4-door automotive norms.

Strategy

Our research results were consistent with the growing theme that Gen Y is not interested in buying...

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