How Toyota partnered with The Telegraph (newspaper, magazine and online) to promote the Toyota Verso.
With the launch of Verso, Toyota felt it had a family vehicle that was both stylish and versatile. This car was about being able to have kids and keep your style. Toyota wanted to bring this concept to life and create a distinct positioning for Verso in the market.
Position the Toyota Verso as the 'Parent friendly' car of choice
The Telegraph developed a strategy for a campaign that focused on bringing to life a lifestyle that didn't abide by the 'child friendly' laws of compromise and treated parents as individuals again. To reflect this, they devised the term - 'Parent Friendly'. This was applied to objects, items or places that reflected Verso brand with the campaign online, in the Telegraph and Sunday Telegraph newspapers and magazines. The activity was based around identifying where 'parent friendly' could be found and recognising this status with the award of a 'parent friendly' kite mark.
. 71% recall for the Verso brand amongst Telegraph readers and telegraph.co.uk users with children in the household
. Purchase consideration for Verso at 40% mid campaign, 48% post campaign
. 41% of post campaign respondents agreed that Parent Friendly and Toyota Verso were about 'Having Kids and keeping your style'
. Other than a small burst of poster activity at launch, Telegraph Media Group's Parent Friendly campaign was the ONLY above the line support for the Verso brand - resulting in Toyota meeting it's sales targets by the end of the year
"Parent Friendly has struck a perfect balance between the practicalities of doing what is best for your children and ensuring you don't have to suffer as a result. The campaign completely got under the skin of where Toyota wanted to position Verso, and the results of this understanding of the brand clearly speak for themselves." - Lisa Fielden - Brand Development manager, Toyota UK