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ADVERTISING CAMPAIGNS

Toyota "Meet the family" campaign

Automotive brand, Toyota, is launching a campaign to drive showroom traffic. The campaign was created by integrated agency Kitcatt Nohr Alexander Shaw and rolls out this month.

Toyota briefed Kitcatt Nohr to create a direct marketing campaign to drive showroom traffic in the run up to the March registration plate change.

The campaign targets existing Toyota owners as well as people who have requested information about Toyota models in the recent past. It aims to help recipients decide which Toyota model would best suit their needs. Kitcatt Nohr has created a direct mail piece which introduces the Toyota range as a family, where each model has its own distinct personality.

The campaign introduces each model’s individual character traits and qualities. For example, the AYGO Go! is introduced as “The cheeky little brother” and the 60th anniversary edition Land Cruiser V8 is called “The Daddy”.

The 13 different Toyota models featured in the pack are each accompanied by a “family portrait”. Each portrait is pictured in a home setting (attached to a fridge door, in a picture frame on a shelf, in a photo album etc). The booklet contained in the pack carries the line “Meet the family”. Inside, it invites recipients to “Say hello to the Toyota range.” The campaign also highlights the fact that Toyota are offering savings of up to £2,925 on their models, as well as 3 years’ free servicing for any new car when financed through AccessToyota.

All new Toyota cars also come with a 5 year warranty as part of the carmaker’s commitment to quality. Recipients of the direct mail campaign are invited to order a brochure or book a test drive by visiting www.toyota.co.uk/meetthefamily or by calling 0844 701 6198.

Sara Lawler, Manager - Digital & Direct Marketing at Toyota, commenting on the campaign said; “Kitcatt Nohr’s campaign shows that every model in the Toyota range has its own unique personality, and it should help recipients find the perfect car for their needs. We’re offering savings of up to £2,925 on many of our models, so it’s the ideal time to buy a new Toyota.”

AJR
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