Hello, zbbrox-ga!
I have compiled some information on Toyota's advertising campaigns
over the past several years.
Advertising Campaigns
***********************
Toyota: an advertising campaign to watch:
“Using streaming technology from Klipmart Corporation, Toyota is
targeting consumers researching auto purchases with an online video ad
campaign running on automotive Websites. Toyota and its ad agency
Saatchi & Saatchi developed the 10-second java-based spot for the
annual Nationwide Clearance Event from now through September 3, 2002.
The online video ad reinforces the overall campaign and enhances the
consumer's experience by utilizing the interactive opportunities the
Internet provides. Through sight, sound and motion, consumers are
encouraged to visit their local Toyota dealer for the nationwide
event.”
Read “Campaigns to Watch: Toyota; Harry Potter,” by Dawn Anfuso. I
Media Connection (8/26/2002) at
http://www.imediaconnection.com/content/news/082602.asp
Toyota goes all out for the 2002 Camry:
“Have you heard about the 2002 Toyota Camry? No? Well, it's Toyota's
main goal to see that you do within the next month or two. The auto
company has launched the most extensive marketing effort in automotive
history. With an estimated value of $160 million, Toyota’s
unprecedented campaign will be the largest car introduction in the
company’s history and is using AOL Time Warner, Condé Nast
Publications and the MSN network of Internet services to reach
potential Camry buyers. The company hopes its campaign will reach 90
percent of all Americans more than eight times with the all-new
re-designed and re-engineered Camry message in the next two months.”
"Toyota was looking for a special way to launch the newest
generation of our No. 1-selling car – the Camry – for 2002. We knew we
could only be successful in reaching almost every American with the
Camry message by working with a variety of leading companies that span
all forms of media," said Steve Sturm, vice president of marketing,
Toyota Motor Sales U.S.A., Inc. "With the help of our broadcast,
print, online and convergence media partners, who are collaborating
with Toyota around a central musical theme, Toyota has set the bar for
the future of marketing campaigns in America with the 2002 Camry
launch."
“The extensive print, broadcast, outdoor, online and in-flight
advertising campaign is positioned to reach of 75 percent of U.S.
online users and will be featured in spots in 17 magazines. Not to
mention a multimedia CD and sponsorship of this year’s MTV Music Video
Awards and VH1 My Music awards. Will this multi-million dollar ad
campaign work? Only time (and car sales) will tell.”
Read “Toyota Launches Camry Ad Blitz.” American Women Road and Travel
(2002) at http://www.roadandtravel.com/newsworthy/Newsworthy2002/camry2002.htm
Nine Toyota Advertising campaigns by Orchard are depicted at
http://www.agencyfaqs.com/www1/advertising/newcamps/Toyota_Automotive.html
“AUTOMOTIVE: Toyota has launched a campaign, heralding the HiLuxV6
entry to the 4X4 market. The campaign is tagged, “More than enough
power” and was created by Saatchi & Saatchi. It comprises TV, press
and radio. Credits: Agency executive CD Malcolm Poynton, creative
teams Scot Waterhouse and Steve Carlin.” From Breaking campaigns:
Unicef, Olympus, Bacardi, Toyota, Salvos.” B and T Marketing and
Media (11/21/2002) at http://www.bandt.com.au/articles/b8/0c0126b8.asp
“The cable-access ISP @Home Network said that General Motors, Toyota
and Acura, have selected @Home to test drive their rich media Internet
advertising campaigns. The Toyota ad includes a photo gallery with a
camera that allows users to choose from a variety of views of the 1999
Camry Solara. Users are also able to request a video or a brochure of
the Solara, which will allow Toyota to generate sales leads. Last
quarter Acura placed B*box brand advertising in the @Home service. Now
the company will spotlight the new Acura TL. Spending was not
disclosed.”
Read “GM, Toyota, Acura Select @Home for Rich-Media Ads.” Internet
News.com (10/6/1998) at
http://www.internetnews.com/IAR/print.php/11911
The “Feel Like It’s Owner” advertising campaign won the 2002 Golden
Drum Awards. See the ad and information at “Golden Drum. AdForum.com.
at http://ww0.adforum.com/creative_archive/2002/AW548/reel_detail.asp?ID=25704&TDI=VDbWkSAD&PAGE=1&bShop=False
Online advertising
****************
In 2001, Toyota (NYSE: TM) ran the most ads, with 25 million
impressions viewed by more than 6.3 million people.
Read “Online Advertising by Automakers Jumps 30%,” by Keith Regan.
E-Commerce Times
(12/4/2001) at http://www.ecommercetimes.com/perl/story/15102.html
“Take Toyota in Taiwan for instance. It launched an online campaign
for its Toyota Altis, a sedan targeted at the fashionable and younger
consumers, which included banners, to fixed icon and content
sponsorship in 2001. Within 28 days, it managed to generate 20,000
leads from the campaign, said Lising.”
Read “Study: Asia Online Advertising to Soar Despite Gloom,” by Seng
Li Peng. Internet.com (4/1/2002) at
http://asia.internet.com/asia-news/article/0,3916,161_1001061,00.html
Toyota turns to radio in 2002 to advance advertising
*********************************************
“Toyota has become the first advertiser to take advantage of The
Creative Multiplier, an initiative that was unveiled by Commercial
Radio in the latter part of 2001.”
“Launched at the Marketing Forum 2001, the initiative is designed to
enable advertisers to experience the effectiveness of creative radio
advertising.”
“Toyota has bought into The Creative Multiplier as part of the launch
campaign for the new Corolla. The radio executions work on the theme
of the Corolla being a car that you will be proud of.”
“Says Paul Philpott, Marketing Director of Toyota GB, “we have
learned over the last year or so that radio can play a valuable and
effective role in brand communications. This is the first time that we
have used the medium as a major part of a launch campaign and we are
pleased that the Commercial Radio industry has agreed to collaborate
in evaluating the effect of our increased investment.”
“Says Mark Barber, director of advertiser consultancy for the RAB,
“the motors sector has increasingly started to look at radio playing a
bigger role in advertising campaigns - investment from this sector
grew by 6% across 2001. Toyota’s commitment to using the medium as
part of a launch strategy will deliver further evidence that radio can
contribute to a range of strategies for car marques.”
Read “Toyota Signs Up to Creative Multiplier” at
http://www.rab.co.uk/press/toyota_signs_up.htm
The use of Musical Cues
********************
“A specific song or tune, can also create cohesion for different
campaigns over time, such as the “Oh what a feeling – Toyota” jingle
which has created an audio-based brand message for Toyota cars.”
“In a recent survey from the Journal of Advertising Research,
consumers’ responses to advertising campaigns were investigated with
approximately 3000 subjects with a split of musical and verbal cues.
Results showed that 62% of respondents recalled seeing an
advertisement for a particular product when given a verbal cue,
compared to 83% of the respondents who were given a 10-second musical
cue.”
Read “Musical Cues in Advetising” at
http://www.mcvaymedia.com/salespromo/musicalcues.htm
Toyota will use student ingenuity in 2003 to create new advertising
for the Toyota Matrix
***************************************************************************
“Through the American Advertising Federation (AAF) National Student
Advertising Competition(NSAC), Toyota Motor Sales (TMS), U.S.A., Inc.
will be steering the next generation of advertising professionals down
the road of success.”
“As the 2003 NSAC sponsor, TMS is challenging more than 6,500
students on 210 campuses to use ingenuity in developing a national
marketing and communications strategy to continue building awareness
of its revolutionary Toyota Matrix cross-over utility vehicle (CUV).
The car appeals to all drivers, but especially to the youth market as
it combines the style of a hot rod, the versatility of an SUV and all
the functionality they'll ever need.”
"Toyota is a tremendous company, and the AAF is extremely pleased to
have them onboard as this year's NSAC sponsor," said Wally Snyder, AAF
president and CEO. "We look forward to the specific ways in which the
NSAC students will use their insight and intelligence to rise to the
level of Toyota's top-tier branding and marketing programs."
(Toyota Motor Sales, U.S.A., Inc. Toyota Motor Sales (TMS) is the
sales, marketing, distribution and customer service arm of Toyota in
the U.S. Through a network of nearly 1,400 Toyota and Lexus dealers,
it has achieved sales of more than 1 million vehicles annually over
the past 11 years. TMS' goal is to become the "most successful and
respected car company in America.")
Read “Toyota Sponsoring AAF's National Student Advertising
Competition in 2003.” Press Release. American Advertising Federation
at http://www.aaf.org/news/press20020805_01.html
Toyota’s commitment to advertise in ways which include minorities:
**********************************************************
Rev. Jackson and Rainbow/PUSH staff met with Toyota executives
yesterday, June 20, 2001, at Toyota's Torrance, California
headquarters on issues of equity, parity and fair treatment were
meaningful but inconclusive.
Toyota acknowledged past patterns of exclusion in specific business
areas, and advertising campaigns led by the advertising firm of
Saatchi and Saatchi that are racially insensitive.
The range of inequities included the following:
1) Of 1390 Toyota and Lexus dealerships, there are 62 women and people
of color dealers;
2) Of 13 Board of Directors, there are no African Americans, Latinos,
or women;
3) Of the $450 million advertising budget, there are no African
American advertising agencies of record;
4) Just 3% of Toyota's $10.2 billion spend in manufacturing, marketing
and sales goes to minority vendors;
5) Of over $1 billion under financial management, Toyota engages no
minority financial services firms, minority-owned banks, or asset
managers.
Toyota executives committed to addressing these issues and
developing concrete goals, targets and timetables by the first week of
August. Rev. Jackson and Toyota executives will meet again at that
time, and an announcement will be made at the Rainbow/PUSH National
Convention August 8-12, on whether substantial progress has been made
on equity and parity concerns. These future discussions will determine
the future relationship with Toyota.
From “Statement on Toyota, Equity, Parity And Fair Treatment
(1/21/2001) at http://www.rainbowpush.org/pressreleases/2001/Toyota062101.htm
Toyota’s commitment to minority advertising is described in the
following excerpt:
“Minority Advertising: TMS met its 2002 calendar-year goal of
spending $50 million in support of African-American and Hispanic
promotional programs. As pledged, a new relationship was established
with Burrell Communications, an advertising agency specializing in
advertising campaigns aimed at black consumers. Longtime business
partner Conill Advertising continued to administer TMS’ Hispanic ad
buys.”
Read “Toyota Diversity Initiative Makes Headway: Year-End Recap
Outlines Progress. (1/6/2003) at
http://www.toyota.com/about/news/corporate/2003/01/06-1-diversity.html
Additional Reading
“No worries for new Toyota campaign,” by Sarah Plaskitt. B and T
Marketing (7/4/2002) at
http://www.bandt.com.au/articles/3e/0c00ed3e.asp
I hope this provides you with some helpful information!
umiat-ga
Google Search Strategy
+Toyota +advertising campaigns |
