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 Toyota is not represented, so it's vital to generate awareness, build an audience new to the brand, and get orders flowing.

The Toyota Centre network - not used to planning ahead - needed to commit time, energy and budget four months before the official on-sale date. And to do it without taking their focus away from current 2016 sales activity/targets.