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Toyota remained attached to its large sedans, such as Corolla and Camry, despite the growing popularity of Americans in this format. The brand now has a new hatchback Corolla to make its sedan range more relevant to an American car buyer who is increasingly favoring commercial vehicles. The very first hatchback version of the Corolla is complemented by a marketing campaign that pushes the limits in several ways.
The new Corolla sedan is in fact a reconfiguration of the old Scion iM model, the youth-focused brand that Toyota acquired a few years ago. And it's backed by a suite of high-energy television and digital commercials that showcase the car's dynamic design, a new glittering color, a manual transmission option, and Toyota's awareness of various ethnic demographics. In fact, Toyota has used three different advertising agencies to propose the creation of the campaign, under the slogan "Greater Than".
"The customer in this [vehicle] The industry is highly diversified and we believe that our marketing approach is something we can offer, "said Lisa Materazzo, Toyota Vice President of Marketing and Automotive Communications. the audience where it will resonate, using data and taking into account the motivations of this segment. Our marketing work is to make sure that our approach is very strategic and that we know what our customers want and that they are worth, and we will adapt this communication to this audience and highlight the most important features for our customers. them. "
Materazzo said the new Corolla Hatchback is meant to seduce 'that basic sedan buyer who does not want to make the move. As far as Corolla and the small car segment are concerned, there is a small reason for this is the functionality and utility, which justifies the introduction of the Corolla sedan: if we can offer this feature and this versatility in the form of a sedan, in a sedan, we see opportunities there.
The characteristics of the hatchback Corolla give birth to a very dynamic design that does not characterize the old Toyota sedans and a striking color called Blue Flash, which is featured in the video ads of the model. "It's great to drive," Materazzo said. "It also has a manual transmission.When we are marketing a campaign, we can really exploit those features."
Going on the market, Toyota has produced TV commercials and digital video with several advertising agencies instead of one, some of them being aimed at particular ethnic minorities. "We have a total Toyota approach to the market and that means we do not work with just one advertising agency but with four," Materazzo said. "We can use targeted video cables in very specific locations. When it comes to digital, we can become even more focused and we use a variety of platforms. We use Facebook and other forms of digital placement to deliver relevant messages. we have a very holistic approach to this campaign. We also have events and commitments that add to the media that do most of the work for placement in the market when Internet users make online purchases in detail. "
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Toyota remained attached to its large sedans, such as Corolla and Camry, despite the growing popularity of Americans in this format. The brand now has a new hatchback Corolla to make its sedan range more relevant to an American car buyer who is increasingly favoring commercial vehicles. The very first hatchback version of the Corolla is complemented by a marketing campaign that pushes the limits in several ways.
The new Corolla sedan is in fact a reconfiguration of the old Scion iM model, the youth-focused brand that Toyota acquired a few years ago. And it's backed by a suite of high-energy television and digital commercials that showcase the car's dynamic design, a new glittering color, a manual transmission option, and Toyota's awareness of various ethnic demographics. In fact, Toyota has used three different advertising agencies to propose the creation of the campaign, under the slogan "Greater Than".
"The customer in this [vehicle] The industry is highly diversified and we believe that our marketing approach is something we can offer, "said Lisa Materazzo, Toyota Vice President of Marketing and Automotive Communications. the audience where it will resonate, using data and taking into account the motivations of this segment. Our marketing work is to make sure that our approach is very strategic and that we know what our customers want and that they are worth, and we will adapt this communication to this audience and highlight the most important features for our customers. them. "
Materazzo said the new Corolla Hatchback is meant to seduce 'that basic sedan buyer who does not want to make the move. As far as Corolla and the small car segment are concerned, there is a small reason for this is the functionality and utility, which justifies the introduction of the Corolla sedan: if we can offer this feature and this versatility in the form of a sedan, in a sedan, we see opportunities there.
The characteristics of the hatchback Corolla give birth to a very dynamic design that does not characterize the old Toyota sedans and a striking color called Blue Flash, which is featured in the video ads of the model. "It's great to drive," Materazzo said. "It also has a manual transmission.When we are marketing a campaign, we can really exploit those features."
Going on the market, Toyota has produced TV commercials and digital video with several advertising agencies instead of one, some of them being aimed at particular ethnic minorities. "Our approach to the market is entirely based on Toyota, which means that we do not work with just one advertising agency, but four," said Materazzo. "We can use targeted video cables in very specific locations. When it comes to digital, we can become even more focused and we use a variety of platforms. We use Facebook and other forms of digital placement to deliver relevant messages. we have a very holistic approach to this campaign. We also have events and commitments that add to the media that do most of the work for placement in the market when Internet users make online purchases in detail. "
