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Toyota
Objectives and business
We chose the Eco-savings campaign created in 2008 for the Quebec Toyota Dealers Association for the variety of methods used, the relevance of its strategy, its social and environmental aspects and the sales it generated.
The Quebec Toyota Dealers Association groups together all retailers of the automobile brand. For 2008, the organization’s objective was to increase sales and strengthen its environmental positioning. Our job was to transform Toyota’s existing positioning – environmentally friendly cars – into a selling point. The challenge was that the majority of Quebeckers didn’t want to pay more money for an environmentally friendly purchase. So we had to combine environmental claims with retail selling points.
Concepts we developped
To solve our client’s problem, we recommended a new platform be implemented for the whole year, with the evocative name “les écolonomies” (Eco-savings). The platform’s main idea could be summed up in one sentence: It’s not expensive to buy green.
Solution we proposed
Several phases followed one after another in the campaign. From January 2008, the launch was mainly centred around retail sales by using radio spots, Web banners and print ads with the Eco-savings signature.
In phase 2, which began in March 2008, a TV campaign was launched to establish a resolutely green approach to complement other media focusing more on sales.
In phase 3, which began last June, we relied more on the intelligence of consumers. The new signature, “Pensez plus, dépensez moins” (Think more, spend less), adapted in radio, Web banners and POP, completed the first two phases and addressed current concerns about the price of gas.
In phase 4, we are promoting the responsible use of personal vehicles and are partly promoting the use of public transit. This phase was launched in August.
With a global budget of approximately $11 million, we executed a turnkey campaign from strategic thinking to conceptualization to production, irrespective of the platform. It’s one of the few retail sales campaigns to be fully vertically integrated – it takes the brand-level message, adapts it to the dealers association and integrates it into each dealership.
Results
The campaign was unanimously approved by Toyota retailers who supported the concept. Right from the get go, this campaign, almost comparable to a platform, had a vision that was consistently and believably managed throughout the different phases. The results speak for themselves as for the first six months, 2008 was a record year with a sales increase of an average of 20%, irrespective of the make. Increase in sales of 53% were even observed in the summer time, compared to the previous year. These results were only observed in Quebec. Results in other provinces were well below ours. The only difference between the results was blueblancrouge’s campaign.
We chose the Eco-savings campaign created in 2008 for the Quebec Toyota Dealers Association for the variety of methods used, the relevance of its strategy, its social and environmental aspects and the sales it generated.
The Quebec Toyota Dealers Association groups together all retailers of the automobile brand. For 2008, the organization’s objective was to increase sales and strengthen its environmental positioning. Our job was to transform Toyota’s existing positioning – environmentally friendly cars – into a selling point. The challenge was that the majority of Quebeckers didn’t want to pay more money for an environmentally friendly purchase. So we had to combine environmental claims with retail selling points.
Concepts we developped
To solve our client’s problem, we recommended a new platform be implemented for the whole year, with the evocative name “les écolonomies” (Eco-savings). The platform’s main idea could be summed up in one sentence: It’s not expensive to buy green.
Solution we proposed
Several phases followed one after another in the campaign. From January 2008, the launch was mainly centred around retail sales by using radio spots, Web banners and print ads with the Eco-savings signature.
In phase 2, which began in March 2008, a TV campaign was launched to establish a resolutely green approach to complement other media focusing more on sales.
In phase 3, which began last June, we relied more on the intelligence of consumers. The new signature, “Pensez plus, dépensez moins” (Think more, spend less), adapted in radio, Web banners and POP, completed the first two phases and addressed current concerns about the price of gas.
In phase 4, we are promoting the responsible use of personal vehicles and are partly promoting the use of public transit. This phase was launched in August.
With a global budget of approximately $11 million, we executed a turnkey campaign from strategic thinking to conceptualization to production, irrespective of the platform. It’s one of the few retail sales campaigns to be fully vertically integrated – it takes the brand-level message, adapts it to the dealers association and integrates it into each dealership.
Results
The campaign was unanimously approved by Toyota retailers who supported the concept. Right from the get go, this campaign, almost comparable to a platform, had a vision that was consistently and believably managed throughout the different phases. The results speak for themselves as for the first six months, 2008 was a record year with a sales increase of an average of 20%, irrespective of the make. Increase in sales of 53% were even observed in the summer time, compared to the previous year. These results were only observed in Quebec. Results in other provinces were well below ours. The only difference between the results was blueblancrouge’s campaign.
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