Toyota Case Study
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Background Campaign Objectives Results AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the cross media activity. The campaign successfully reached the target audience of 40+ year olds • Robust sample sizes – 4,500 respondents • Promote “Auris” • Change Auris brand perception • Increase ‘call to action’ …… and shifted key branding metrics • Spontaneous brand awareness increased by 94% • Prompted brand awareness increased by 51% • Campaign awareness increased by 204% for online and 175% for newspapers Summary Cross media case study Toyota Campaign demonstrates effectiveness of the Mail brands with a 94% increase in spontaneous awareness Spontaneous awareness Prompted awareness Behaviourintent Exposed Non-Exposed Case Study Source: Survey Interactive 2008 “The Mail's campaign for Auris was really strong - both form a creative and results perspective. Daily Mail readers and users are really responsive and helped us achieve great ROI on this campaign” “ The Auris campaign was perfectly targeted using the mail brands as it delivered the right audience for Toyota, and successfully communicated brand marketing efforts .” The Daily Mail and the Mail Online successfully shifted key branding metrics and supported overall brand marketing efforts. Toyota Auris wanted to raise awareness of the new Auris model amongst their target audience of UK adults aged 40 years or more, as well as encourage footfall and test-drives at Toyota dealers.
Transcript of Toyota Case Study
Background
Campaign Objectives
ResultsAND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the cross media activity.
The campaign successfully reached the target audience of 40+ year olds
• Robust sample sizes – 4,500 respondents
•Promote “Auris”•Change Auris brand perception• Increase ‘call to action’
……and shifted key branding metrics
•Spontaneous brand awareness increased by 94%
•Prompted brand awareness increased by 51%
•Campaign awareness increased by 204% for online and 175% for newspapersSummary
Cross media case studyToyota
Campaign demonstrates effectiveness of the Mail brands with a 94% increase in spontaneous awareness
Spontaneousawareness
Promptedawareness
Behaviour intent
Exposed Non-Exposed
Case Study
Source: Survey Interactive 2008
“The Mail's campaign for Auris was really strong - both form a creative and results perspective. Daily Mail readers and users are really responsive and helped us achieve great ROI on this campaign”
“ The Auris campaign was perfectly targeted using the mail brands as it delivered the right audience for Toyota, and successfully communicated brand marketing efforts .”
The Daily Mail and the Mail Online successfully shifted key branding metrics and supported overall brand marketing efforts.
Toyota Auris wanted to raise awareness of the new Auris model amongst their target audience of UK adults aged 40 years or more, as well as encourage footfall and test-drives at Toyota dealers.
