Brand owner: Toyota
Lead agency: J. Walter Thompson
Industries: Automakers & marques
Media channels: Content marketing, Direct marketing, Outdoor, out-of-home, Social media, Television, Websites & microsites
Budget: Up to 500k
Automotive is quite a price-sensitive category and any reduction in price for a competing brand immediately affects our customers. That's why auto brand Toyota decided to differentiate itself from its competitors by presenting the mother of all hagglers.
In this case we introduce this mother of all hagglers, Um Khaled, who was able to haggle on all Toyota's models and get the best deals. We succeeded in gaining the attention of our target audience, tapping in to what was mostly needed and which offers were being released, in a way that made us stand out from our competitors as offering the best deals.