|Agency: Dentsu Canada|
Toyota – Tacoma
Winner: Automotive and DIY - Bronze
Business Results Period (Consecutive Months): November 2004 to June 2006
Start of Advertising/Communication Effort: November 1, 2004
Base Period for Comparison: Historical comparisons
The relaunch of the Toyota Tacoma in 2004 earned a Certificate of Excellence from the CASSIES judging panel in 2005 in the Off to a Good Start category. This case shows that the success has been sustained and accelerated over the following 12 months - without the significant discounting that has been fueling the sales of Ford, GM and Dodge.
a) Overall Assessment...