Jamie Copas
Account Director at Saatchi & Saatchi
London, United Kingdom
TitleSchool (version 2)
Agency
Campaign A Car to Be Proud of - Toyota
Advertiser Toyota Motor Corporation
Brand Toyota
PostedNovember 2002
Product Corolla
Business Sector Cars
Tagline The new Corolla. A car to be proud of.
Philosophy In 2002, the ninth generation Toyota Corolla launched into a tough marketplace.
Problem In 2002, the ninth generation Toyota Corolla launched into a tough marketplace.
Result Revenue generated surpassed the model’s previous (1997) successful launch by £99m over the first two years. Advertising ROI was £4.58 for every extra £1 invested. A value product became a valued brand. How? By identifying and targeting a new, more lucrative consumer segment. Creating a campaign ‘A car to be proud of’ that sold emotion, not features. Investing ingeniously in communications.
Media Type Television
Length
Market United Kingdom
Production Company
Art Director
Copywriter
Agency Producer
Director
Copywriter
Art Director
Account Director

People related to this work

Related Ads

Trending

Create a free Talent profile and become a member of AdForum

Get Started