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Toyota Auris and National Newspapers

Provided by Newsworks
Newspaper advertising played an important role in Auris launch year, helping to raise awareness and consideration of the brand

What was the Challenge / Background of the Campaign?

To drive awareness and consideration of Toyota Auris in its first year of launch

What was the Campaign Objective?

To drive awareness and consideration of Toyota Auris in first year of launch

What was the Solution?

A multi media approach comprising of TV, national newspapers , both print and online

What were the Results?

Online newspapers drove 17% increase in unique visitors to Toyota Auris landing page and print format drove 14% uplift to respective landing page. People using unique urls from newspaper ads were around 6 times more likely to request a brochure or a test drive Adding newspapers to TV delivered 11 times the increase in brnad commitment compared to TV solus The full campaign of multiple newspaper executions, online newspapers and TV doubled depth of information, almost trebled emotional brand connection and delivered three times greater call to action than TV on its own

What were the Key Learnings of this Campaign?

National newspapers and online newspapers in partnership with TV made a significant difference to campaign performance in Toyota Auris launch year

BudgetReach & FrequencyTarget AudienceMedia Used
£501k +ABC1 adults aged 35 -54
25 - 34
35 - 44
45 - 54
Female
Male
AB
LOCAL MEDIA / NATIONAL
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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