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.