Toyota - Tacoma

Toyota's entry in the compact pickup segment began in 1995 with Tacoma. However, although it was highly regarded, Tacoma was never a contender as a sales leader, especially as, in contrast to the competition, from 1998-2004 it had virtually no advertising support, and the result was declining sales and market share.
Agency: Dentsu Canada

Toyota – Tacoma

Winner: Automotive and DIY - Bronze


Business Results Period (Consecutive Months): November 2004 to June 2006

Start of Advertising/Communication Effort: November 1, 2004

Base Period for Comparison: Historical comparisons

The relaunch of the Toyota Tacoma in 2004 earned a Certificate of Excellence from the CASSIES judging panel in 2005 in the Off to a Good Start category. This case shows that the success has been sustained and accelerated over the following 12 months - without the significant discounting that has been fueling the sales of Ford, GM and Dodge.


a) Overall Assessment...

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