Southeast Toyota: Southeast Toyota

Natalia Davila, Suzanna Mayer, Jenny Yeend

Southeast Toyota, an automotive brand, launched a campaign in North America to increase consideration for Toyota vehicles, drive leads to increase sales growth and improve campaign effectiveness while decreasing costs.

Campaign details

Brand: Toyota Brand owner: Toyota Motor Corporation Entrant company: 22SquaredIdea creation: 22Squared Atlanta Market: United States Sector: Automakers & marques Media channels: Search marketing, Online video, Programmatic display

Executive summary

Southeast Toyota is the world’s largest independent distributor of Toyotas, but in 2020 their stellar sales growth was plateauing. Up against a highly transactional category and an increasingly brand indifferent car shopper, SET needed to develop a pipeline of new customers.

Through research, we uncovered that covert life triggers motivate people...

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