Toyota Yaris – Move On. Move Up: the launch that broke records and opened doors

Justin Cloete and Rita Larisma

When launching its Yaris model in South Africa, Toyota wanted to attract a new, younger audience to its brand without neglecting its core, traditional older audience.
Agency: DraftFCB JohannesburgAuthors: Justin Cloete and Rita Larisma

Toyota Yaris – Move On. Move Up: the launch that broke records & opened doors

INTRODUCTION

You can't take the status quo for granted. Toyota has been the market leader in South...

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