Gunther Brodhecker
Copywriter at Change Communication
Frankfurt am Main, Germany
TitleBoardroom
Agency
Campaign The new Toyota Avensis (The Quality Experience)
Advertiser Toyota Motor Corporation
Brand Toyota
Product Avensis
Tagline The Quality Experience
Story SUMMARY
The new generation Toyota Avensis was designed according to European benchmarks and represents the highest technical and quality standards. However, the new model came with a substantially higher price tag and positioning the Avensis in the shrinking ‘D’ segment market therefore represented a big challenge. With a price premium of 16%, the target was to achieve a market share of at least 8% and an image shift towards greater quality. The launch campaign with its slogan “The Quality Experience” proved more than able to meet these targets, achieving a record market share of 9% and a volume increase of 37% in a declining segment.
Philosophy CREATIVE STRATEGY The new Toyota Avensis is not just better than the old generation, it is better than all the competitors in the field. The quality of driving that it offers is amazing, and it sets the quality benchmark in the segment. The launch slogan and the creative implementation embody this claim: “The new Toyota Avensis – The Quality Experience.”

All advertising material, whether TV or print, needed to live up to this claim both in terms of content and in the impression given. The car, with its striking design, needed to be the clear “hero” in all advertising material. The print motifs used individual features as the “Reason Why” for the superior quality, such as the knee airbag, NVH Ultra Noise Reduction System and gap management. The TV ad dramatically describes how the Avensis is put through its paces by an envious competitor.

OTHER COMMUNICATIONS PROGRAMMES
Other accompanying activities (poster, DM, POS, internet, PR) using this theme were carried out by the individual countries on their own initiative.

MEDIA
- Broadcast
- Print

TOTAL MARKETING EXPENDITURE
Over €20 million.

1. Total Marketing Expenditure: must be Around 50 mio Euro (instead of under 5 mio Euro)

2. Sources for evidences are not Change but "New Registrations 2002 - 2003" for the first two charts and "NCBS 2003" for the last chart.

MEDIA STRATEGY
The weight of media pressure was determined by the role of the D-Segment in the individual country. In the German market in particular, the new Avensis played a vital role. Consequently media pressure was very high. TV has proved to be the ideal media for supporting a car market launch and it therefore had priority in nearly every country.
Problem CAMPAIGN OBJECTIVES<br> - Attain a market share in excess of 8% in the European ‘D’ segment.<br> - Secure market acceptance for an average price increase of around 16%.<br> - Emphasise both the European design standard and the safety expertise of the brand.<br><br> TARGET AUDIENCE<br> Male in his 40’s, married with one or two children, living in a residential/urban area and working as an executive or in middle management. He is extremely demanding and very discerning – good at evaluating what a product can do for him on a functional level and knowing what it gives him emotionally. It’s all about superior quality and the pleasures that come with it.<br><br> CAMPAIGN PERIOD<br> April 2003 to December 2003
Result - Within eight months of sales, Avensis achieved a volume increase of 37% in a segment that overall decreased by 8%.<br> (Source:"New Registrations 2002 - 2003)<br> - Avensis almost doubled its segment share in the second half of 2003 compared to the same period in 2002.<br> (Source:"New Registrations 2002 - 2003)<br> - The evolution of purchase reasoning show that the Superior Quality strategy and thereby a higher positioning and price was accepted by customers.<br> (NCBS 2003)
Media Type Television & Cinema
Length
Art Director
Art Director
Copywriter
Other
Creative Director
Other
Advertising Manager
Other
Executive Creative Director

People related to this work

Related Ads

Trending

Get your Talent Profile
for free and Become a Member of AdForum

Get Started