Toyota: More than a million pounds investment for a little silver pack
Agency: EMO Unlimited
The challenge was to motivate the Toyota Centre network of 180 locations nationwide, to ensure the C-HR would become Toyota's most successful vehicle launch ever. A plan was hatched to fire-up comprehensive local marketing activity as early as possible to give the campaign the bedrock needed for success.
Strategy
C-HR is Toyota's first entry into the compact crossover market.
Its arrival allows Toyota to speak to new audiences, so it's positioned as a brand rejuvenation.
The model sits in a segment of the market where...