Traditionally, car advertisers split media into emotional versus rational roles - brand ads on TV and price/promotion ads in newspapers.
Recognising the power of newspapers to deliver both emotional and rational motivation throughout the buying process, Toyota Yaris added brand advertising in newspapers (both paper and online formats) to the traditional brand TV and tactical newspaper ad mix.
Newspapers also compensated for the inherent weakness of commercial TV in reaching younger, more upmarket consumers.
The combination of TV, brand newspapers and tactical newspapers drove a 5% point increase in likelihood to consider Toyota Yaris, compared to only a 1% increase for TV alone.
The effect of TV, brand newspapers and tactical newspaper advertising together affected purchase intent most strongly; a +13% point increase post the campaign.
TV and brand newspaper advertising in combination added 60% extra unique visitors to the Toyota Yaris website.
National newspaper brand ads drove a 44% increase in web traffic - 23% from the paper version and 21% from online newspaper sites.
Brand ads in national newspapers with TV were 66% more likely to prompt reappraisal, and created 82% higher emotional connection with the Yaris brand than TV alone.
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