Toyota Advertisement Campaign

Toyota Advertisement Campaign

1.0 Introduction

1.1 Company

Toyota Motor Corporation is a multinational company that deals in the manufacture of motor vehicles in Aichi, Japan. In 2017, the company had a workforce of over 350,000 persons and ranked as the sixth-largest company in terms of revenues by 2018. It ranks as the first country in the world to manufacture more than10 million vehicles per year since 2012. Toyota has a presence on all continents. It, for instance, began operations in Europe in 1963. Toyota Europe has more than 80,000 employees in Europe and has investments of more than 10 billion dollars. The country has a presence in over 56 countries and has more than 31 marketing and sales regions across the continent. Additionally, they also have close to 10 manufacturing units and more than 3000 sales outlets within the region. In 2018, the company launched a campaign termed the ‘Toyota Aygo,’ which revealed the expertise of Toyota cars in the market. For instance, the advertisement revealed the prowess of their vehicles on fuel efficiency, on keyless ignition, and accessibility every time a person needs a vehicle. It embodies the culture of creativity, innovation, simplicity, and accessibility. The company that was involved in this marketing campaign is The & Partnership, which has extensive experience as a marketing agency (Toyota, 2018).    

1.2 Situation Analysis

Some of the advantages of this marketing campaign include the following. The advertisement campaign embodies a creative aspect that is not only unique but one which places exhibits the ability of the company to innovate and achieve new frontiers in marketing. The other advantage is the fact that the marketing campaign exhibits an impressive experience for the customers, which is appealing to every customer interested in their products. Some of the weaknesses of this marketing campaign include the apparent fact that it focuses on only one particular market and thereby negating other critical markets. One of the most significant opportunities for this marketing campaign is the fact that there is an extensive market for their products in Europe. Also, there is an opportunity for other markets outside of Europe accessing the advertisement campaign and thereby providing a new market for the same products. Some of the threats that face this advertisement campaign include the threat from other rival companies in Europe, such as Mercedes, BMW, Porsche, Audi, and other major brands in Europe. Conscious of the fact that there are a host of manufacturing countries in Europe, Toyota will have to fight off competition from these rival companies, some of which can even replicate the advertisement campaign that they launched (Toyota, 2018).

2.0 Audience

2.1 Market Segmentation Dimensions

The demographics of this advertisement campaign are primarily European countries. The focus of the campaign is mostly on the youth who have a liking for fancy cars, low fuel consumption, and ease of use. The marketing campaign primarily focuses on the European market, and the geography of the campaign was, therefore, localized to the European market (Toyota, 2018). Many youths across Europe have, in recent years, increased their affection towards fancy products and especially vehicles. Also, most of them are technology savvy and thereby implying that they would mostly go for products that provide the best technology at the lowest cost. Conscious of the fact that Toyota is known to have some of the most affordable vehicles in the world compared to the other European brands, the integration of keyless technology at a cheaper rate will ultimately attract the American market (The Drum, 2018). The depiction of their vehicles as ever ready is also appealing to the European youth who want vehicles that are not complicated but ones they can readily use at any time. The fuel efficiency campaign is also another critical area that can attract the European youth. Most of the youths in Europe would like a vehicle that they could use for long distances without constantly refueling them, and the advertisement campaign by Toyota captures this need effectively. Compared to other European brands, Toyota is the most fuel-efficient company, and the marketing campaign would thereby put themselves above these competitors.

2.2 Target Audience

The target audience for the products is the European youth. The features and designs used in the marketing campaign appeal more to the youth compared to the older generation. It is also palpable that the focus for the company’s products is on an outgoing population, which implies that the youth fit perfectly into this cadre. The older people are more reserved and employ conservatism, which may make it difficult for this marketing campaign to appeal to this audience (The Drum, 2018).

3.0 Advertising Campaign

3.1 Introduction

The advertisement campaign was referred to as the ‘Toyota Aygo’ and was initiated by ‘The & Partnership’ company. The company focused on three primary issues, including fuel efficiency, keyless ignition, and an ever-ready vehicle. The advertisement also involved three green lights, which were meant to imply that Toyota vehicles are always ready to go. The use of the ‘miss you’ watch also implied that customers always miss their Toyota vehicles (Toyota, 2018).

The & Partnership is a marketing agency with extensive experience in marketing.  It launched the campaign as a pan-European communication platform for one specific product of Toyota, which is the Aygo product.  The marketing campaign dared customers just to pick their keys and enter their Toyota Aygo cars, which were ready to take them anywhere they wanted.  The marketing campaign was responsive and spanned 15 markets. It primarily incorporated the use of tailored communication through addressable media (The Drum, 2018).

Also, it involved personalized content that created new frontier markets. Also, it exhibited the opportunities for an adventure across all groups. The campaign was particularly meant to respond to the needs of the consumers and especially those that were unique beyond their motivations and needs. For instance, the advertisement focused on the connectivity of cars, the use of a one-test ignition button, and a fuel-efficient vehicle (The Marketing Society, 2019).

3.2 Appeal

The advertisements used were creative and dynamic. It particularly utilized the use of short-form content and tailored executive designs that were used to target a broad and demographic market across different channels. The advertisement campaign particularly involved a 15 seconds personalized advert on Instagram and Snapchat. Besides, it was also conducted through out-of-home digital platforms, print media, TV executives, and a smart and responsive media strategy that was powered through the media (The Drum, 2018).

3.3 Creative Strategy

The advertisement campaign involved a creative strategy, for instance, through the use of a real-time audience data and the incorporation of creative, smart digital optimization technology that made it easier to assemble advertisement assets on the go. Additionally, it also involved the use of personalized messages to target customers and contacts that resonated well with their digital footprints.  The creativity was also evidenced through the integration of unique digital designs that are appealing to every audience (The Drum, 2018).

3.4 Execution Style

The execution was mainly conducted through the use of a smart and responsive media strategy that is powered through the mobile platform. The incorporation of different designs was a crucial execution style that was incorporated to capture the attention of the audience. Finally, the advert also executed different pop-up messages that were meant to trigger the attention and concentration of the audience (The Marketing Society, 2019).

4.0 Discussion & Results

4.1 Effectiveness

The marketing campaign was effective since it was able to draw the youthful population in Europe towards purchasing their vehicles. After this marketing campaign, Toyota was able to increase its sales in various European countries such as the United Kingdom. Additionally, the company also witnessed relative growth in other Europe, including those with major vehicles manufacturing firms such as Germany and France. Notably, Toyota experienced a surge in the number of youths who were purchasing their vehicles and thereby implying that the campaign had indeed been successful as earlier projected (The Marketing Society, 2019).

4.2 Ethics

The marketing campaign conformed to all the ethical regulations in Europe. Also, the advertisement campaign conformed to the set-out business ethical considerations and promoted good ethical principles both within and outside of the company.  The messages used in the advertisement campaign were ethical and fit for any age group, even though the company was focused on the youth. It achieves the set out ethical rules, which is a commendable thing for the company.

References

The Drum. (2018). Toyota: Just Go by The & Partnership. Retrieved from https://www.thedrum.com/creative-works/project/thepartnership-toyota-just-go

The Marketing Society. (2019). Toyota AYGO: Go Your Own Way. Retrieved from https://www.warc.com/content/paywall/article/Toyota_AYGO_Go_Your_Own_Way/126994

Toyota. (2018). Toyota targets spontaneous fun in new tech partnerships with snapchat and spotify supporting the aygo ‘just go’ campaign. Retrieved from https://media.toyota.co.uk/2018/09/toyota-targets-spontaneous-fun-in-new-tech-partnerships-with-snapchat-and-spotify-supporting-the-aygo-just-go-campaign/