Toyota – Aim: Zero Emissions
Brand Name: Toyota – Aim: Zero EmissionsAdvertiser: ToyotaAgency: CoastPrize: Bronze/SPMEACategory: Corporate
SUMMARY
Toyota faced an industry challenge of establishing a credible positioning as 'environmentally friendly', and it achieved this through getting buy-in from opinion leaders throughout Europe and via a multi-channel campaign, all on a limited budget compared to its competitors. 61% of people who recall the campaign now see Toyota as the environmental leader – five times higher than its closest competitor. In terms of ROI, the campaign generated a return of €2.58 for every...