This paper is about the financial value of emotional differentiation. In it, we will demonstrate how the launch campaign for the new Toyota Corolla repositioned the brand from being a reliable car that offered good value for money to one that you would actively desire.
|Agency: Saatchi & Saatchi and Zenith Optimedia||Authors: Lindsey Parnell and Adrian Zambardino|
Emotional Investment, Financial Return
The launch of the next generation Toyota Corolla
EMOTIONAL INVESTMENT, FINANCIAL RETURN
The launch of the next generation Toyota...