In 2002, the ninth generation Toyota Corolla launched into a tough marketplace.
Problème
In 2002, the ninth generation Toyota Corolla launched into a tough marketplace.
Résultat
Revenue generated surpassed the models previous (1997) successful launch by £99m over the first two years. Advertising ROI was £4.58 for every extra £1 invested. A value product became a valued brand. How? By identifying and targeting a new, more lucrative consumer segment. Creating a campaign A car to be proud of that sold emotion, not features. Investing ingeniously in communications.