25% of Ireland’s new car sales are made in January of every year, so November/December is the key “consideration” stage – a crucial one in terms of closing out the years’ sales and gaining the most ground for new car sales in January 2011. This campaign, both tactical and integrated, was designed to reach audiences in a different way, with a different style of Toyota message and combat very specific challenges around both perceived value for money and the availability of finance for buyers.
The strategy was to create a compelling communications campaign to reach out and engage with existing and non-Toyota drivers alike in a bright, sunshiny way. Important given that the mood of the Irish consumer was being impacted by growing uncertainty. Fully integrated across TV, radio, DM and digital – the approach needed to be positive and upbeat. In the DM especially we decided to “show and tell” the full range, prices and dealer locations. It would also introduce a core tactical offer to bring us into 2011; 3 years free servicing with every new car.
This important campaign marked the beginning of a selling season in which Toyota, once again, achieved greater market share than any other brand in the market.
Oh, and we also enjoyed getting a whole load of our people to record the crowd scene for the radio ad… in the atrium at the agency.