How did national newspapers drive consumer awareness and consideration during the launch year of the Toyota Auris?
Drive awareness and consideration in first year of launch to ABC1 Adults aged 35-54.
£4.2m TV spend supported by £1.3m in national newspapers and £0.1m on online newspapers.
Role of newspapers
Newspapers' high reach, attentive and engaged audience, and news focus provides the perfect context for creating saliency and consideration. The proven ability of both newspapers and online newspaper sites to drive traffic to websites assisted brochure and test drive requests.
Online newspapers drove 17 per cent increase in unique visitors to Toyota Auris landing page and print format drove 14 per cent uplift to respective landing page.
People using unique URLs from newspaper ads were around six times more likely to request a brochure or a test drive.
Adding newspapers to TV delivered 11 times the increase in brand commitment,
compared to TV solus.
The full campaign of multiple newspaper executions, online newspapers and TV doubled depth of information and re-appraisal, almost trebled emotional brand connection, and delivered three times greater call to action than TV on its own.
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