Toyota gets high marks for quality, durability and reliability, but those words don’t necessarily stir the blood. This well-known brand would have to tell this story in new, compelling ways to entice more consumers.
RESHAPING CARS KNOWN FOR RELIABILITY
INTO SOMETHING MORE DRAMATIC
Toyota has a great reputation but is often dismissed by some consumers as being too straight or even conventional. And while every car company would love to be described as safe and dependable, Toyota wanted to dramatize these aspects to highlight their importance to customers.
Brand Strategy: Communicate Toyota’s legendary quality, durability and reliability in a manner that would startle potential retail consumers’ perceptions of the venerable brand.
Creative Idea: Intermark created a campaign for Toyota called the “Drive of Your Life” campaign. Each of the six commercials showcased one of the carmaker’s most reliable qualities in a newly dramatic and involving 30-second story. These ads stressed thrilling narrative over the typical list of dry facts.
Market Results: The “Drive of Your Life” campaign helped consumers look at the automobile company in a whole new way. The ads tripled the number of customers who visited dealerships. Toyota sales increased over the previous year by 9 percent.