TOYOTA DISCOVERIES

Toyota Canada Inc. (TCI) is the exclusive Canadian distributor of Toyota, Lexus and Scion vehicles, and Toyota lift trucks. TCI supports over 300 Toyota, Lexus, Scion and Toyota Industrial Equipment dealers in Canada with services that include training, marketing, and environmental and customer satisfaction initiatives.

CASE STUDY

TOYOTA DISCOVERIES

The Challenge

Elevate consumer perception of the redesigned 2012 Toyota Camry, by driving awareness of the “30 years of brilliant thinking” that went into it.

The Objective

Create a ‘halo of innovation’ for the 2012 Camry launch by associating the car’s advances in engineering with Globe editorial coverage of important Canadian breakthroughs in science and technology.

THE BRIEF

TOYOTA DISCOVERIES

The Globe developed ‘Discoveries’ a custom editorial series that focused on significant scientific innovations. The six-part series appeared in the high-readership Front News section of the Saturday Globe – a first for a custom content series – with Toyota Camry ads adjacent to the editorial content.

THE STRATEGY

TOYOTA DISCOVERIES

Positive brand association was further enhanced by:

7 Pre-promotional ‘Discoveries’ banners flanking Toyota Camry ads.

7 A double-page advertorial in the Report on Business section, featuring the ‘brilliant thinking’ behind the new 2012 Camry.

7 Promotion of the series on The Globe’s homepage.

7 Toyota’s exclusive sponsorship of the ‘Discoveries’ series online content.

7 Branded online ads, linking to the Toyota Camry website.

Results

“You are the only supplier we considered and you were the first I thought of given how great things went with Camry.”

– Saatchi & Saatchi ~ Toyota’s agency

THE STRATEGY

TOYOTA DISCOVERIESV2 JUNE 8, 2012