The New Toyota Avensis (The Quality Experience)
Client Name: Toyota Motor Marketing Europe
Agency Name: Change Communication GmbH
Category for this Entry: Automotive (Silver)
The new generation Toyota Avensis was designed according to European benchmarks and represents the highest technical and quality standards. However, the new model came with a substantially higher price tag and positioning the Avensis in the shrinking D segment market therefore represented a big challenge. With a price premium of 16%, the target was to achieve a market share of at least 8% and an image shift towards greater quality. The launch campaign with its slogan 'The Quality Experience' proved more than able to meet these targets, achieving a record market share of 9% and a volume increase of 37% in a declining segment.