Case Study - Toyota Camry

CHALLENGE:

1. Most Japanese auto manufacturers were heavily advertised in the Chinese market segments.
2. Limited budget to cover three medium of TV, Print and Radio.
3. Toyota's objective was to educate and pitch new features of Camry to the prospective customers (Single print ad wasn't going to do justice).

SOLUTION:

Strategy: Free Standing Insert (FSI) with BRE (Business Reply Card) form to get into a relationship with the prospects.

Media: Ming Pao newspaper in East and West coast of Canada.

Operation: On receiving responses via BRE, the prospects would get a 10 minutes demo of the new Toyota Camry on videotape. Language selection would also be available.

(Click on a thumbnail to view a larger size Ad.)

Toyota - DM 1	Toyota - DM 2

RESULT:
We achieved a response rate of 20% of Ming Pao's circulation for both Toronto and Vancouver's markets.

Go back