CASE STUDY: Toyota Yaris and National Newspapers

Provided by Newsworks
The 2007 Toyota Yaris in-market test demonstrates the power of brand advertising in national newspapers, coupled with TV.
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What was the Challenge / Background of the Campaign?

The 2007 campaign aimed to build on 2006 test results, which showed that TV and National Newspapers were the perfect partnership because they are processed differently, are both heavily consumed in the evenings and have complementary media profiles. The belief was that a second year of brand building advertising in TV and newspapers would continue to deliver a strong brand impact

What was the Campaign Objective?

To make Toyota Yaris appealing to younger, more style orientated drivers, by sparking emotional desire: the small car that people have big feelings for

What was the Solution?

A highly engaging and impactful creative idea which combined humour with a powerful proposition. Ads developed for TV, national newspapers and online newspaper sites

What were the Results?

Just 2 years after launch, half the target audience put Toyota Yaris on their consideration list. For those seeing TV plus newspapers plus online newspapers, consideration rose to 72%, versus 39% for TV solus Increase in brand commitment* 6+ times higher for TV plus newspapers, versus TV alone. Newspapers drove 32% increase in web traffic to Toyota Yaris microsite, with online newspapers responsible for 22% increase TV plus newspapers drove significant brand image shifts - particularly emotional perceptions.

What were the Key Learnings of this Campaign?

The campaign clearly demonstrated the benefits of integrating the TV with national newspaper print and online advertising. Exploring the boundaries of the creative idea in pre testing and understanding how newspapers and TV work together, led to some of the highest print recognition and messaging scores ever.
BudgetReach & FrequencyTarget AudienceMedia Used
£501k +ABC1 adults aged 25 -44
25 - 34
35 - 44
Both
AB
ABC1
NATIONAL PRESS
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND STATURE
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