Toyota: TOYOTA YARIS MADE IN FRANCE

Credits & Description:

Advertiser: TOYOTA
Agency: ZENITHOPTIMEDIA
Category: Cars & Automotive Services
Junior Account Manager: Cédric Many (Zenith)
Deputy Managing Director: Nicolas Askevis (Saatchi & Saatchi + Duke)
Deputy Chief Executive: Nicolas Schmitz (Zenith)
Key Account Manager: Romain Lizambard (Zenith)
Brand Director: Sylvie Ramette (Zenith)
Chief Executive: Gautier Picquet (Zenith)

Outcome
THE RESULTSVisits on the website doubled during the period and the number of Facebook fans tripled.KPI – BRAND IMAGE & CONSIDERATION+ 7pts Degree of liking of Toyota.+ 8pts Brand awareness for non-owners.+ 8pts Awareness about the factory in Valenciennes.+ 12pts Degree of proximity of Toyota.+ 13pts Yaris awareness.KPI – DEALERSHIP TRAFFIC & SALES+ 63% increase in visits into dealership for seeing the Yaris.+ 64% increase in monthly sales of Yaris.+ 10% increase in Toyota market share in 2012.

Relevancy
French people agree on the fact that the made in France is a quality seal:- 72% say that a car made in France is important when it comes to buying.- 90% say that a car made in France is a guarantee of quality, and respect of social and environmental values.

Implementation
A TEASE & REVEAL COMMUNICATIONWeb teasing during 5 days showing Jean-Michel learning a new language every day and broadcast on websites.A POWERFUL REVELATION SHOWS THE YARIS- TV: Revelation aired on national networks.- Print: Presence in railway stations and airports.- Websites: A one day 100% share of voice on main homepages.- Facebook: people could give their impressions of the new model and win trips ... in France.

Client Brief Or Objective
THE CHALLENGEIn a French market led by French car makers - Renault, Peugeot and Citroën - which represent more than half total sales, how could we ensure that the launch of the new Toyota Yaris (2.9% share of market) would be a success?THE OBJECTIVEReinforcing the proximity between the brand and the French people. THE IDEA THE YARIS A « MADE IN FRANCE » SYMBOLWe used a car salesman as a spokesperson, Jean-Michel, who was preparing himself to introduce the new French icon by learning different languages to be ready to meet tourists coming to discover France and the new Yaris 'Made in France'.