Title | School (version 2) |
Agency | Saatchi & Saatchi |
Campaign | A Car to Be Proud of - Toyota |
Advertiser | Toyota Motor Corporation |
Brand | Toyota |
Posted | November 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 models 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 | Outsider |
Art Director | Brett Salmons |
Copywriter | Jo Stafford |
Agency Producer | Chris Moore |
Director | Dom & Nic |
Copywriter | Brett Salmons |
Art Director | Jo Stafford |
Account Director | Jamie Copas |