Toyota Print Toyota RAV4: Airport Sales Take Off by Mediacom Copenhagen

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Toyota RAV4: Airport Sales Take Off

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Industry Cars, SUV & Four Wheel Drive
Media Print, Magazine & Newspaper
Market Denmark
Agency Mediacom Copenhagen
Released November 2005

Credits & Description

Advertising Agency: MEDIACOM, Copenhagen, DENMARK
Thomas Busk MediaCom Denmark Account Director
Bjarne Spellerberg Orfelt Wibroe, Duckert & Partners Group Account Director
Lisbeth Halberg Franck Toyota Denmark
Morten Kristensen MediaCom Denmark Group Account Director
Kenny Brendstrup Wibroe, Duckert & Partners Project Manager
Objective
The campaign had the following goals:
1) To support sales of stock before the new RAV4 model introduction in January 2006
2) To build on the strategy of making surprising and innovative solutions to the task of creating test drives – a critical KPI in 2005.
Development
This was challenging, as the RAV4 was already on print and on local dealers advertising. This was enhanced by limited budget and bad timing – July-August – peak summer holiday period. Target group insight showed that potential test drivers travel a lot – both on business and leisure. Additionally, they have busy lives prioritising family and vacations. We utilised these elements - delivering our message in appropriate surroundings.
The airport setting was chosen as:
1) peak period in number of travellers,
2) Unexpected for the Target Group to find RAV4/Toyota here
3) coming home from holiday, transportation is Top of Mind
Relevance
Miniature Toyata Rav4’s were placed on the luggage conveyor belt in all major International Airports in Denmark, where they “drove” around exposing waiting passengers to the message.
On the car a board was mounted - communicating the excellent price and offering an easy way to book a test drive via SMS. The SMS media is easy to use at this pit stop as most passengers turn on their phones, when arriving at the terminal!
Outcome
This campaign was one of several new and innovative campaigns for Toyota with the objective of generating test drives. By utilising relevant consumer insights the campaigns have all successfully placed the Toyota car park at different consumer touch points.
Results
The campaign exceeded expectations in terms of creating a Magic Moment with the consumers. A lot of pictures were taken, smiles were exchanged and Word of Mouth was achieved.
In all, sales targets for the campaign were achieved – making this a
successful campaign for Toyota Denmark.