Toyota “Advantages”

Toyota's "Lifetime of advantages" newspaper campaign worked across measures of Brand Equity and Call to Action.

Key findingstoyota1-july-article1

The Lifetime Advantages advertisement is a very good example of how to appeal to a broader target effectively, delivering:

  • Brand equity impact
  • High scores on RoleMap
  • Good scores on ActionMap

The results also demonstrate that Call To Action is not just about getting people into dealership.

The RoleMap clearly indicates that Lifetime Advantages also drives:

  • Web search
  • Remembering for later
  • Talkability

We believe there are strong grounds to consider a more consistent schedule of this nature – possibly beyond the automotive sections.

The Mid-year Event was reasonably effective as a more traditional retail event.

Download full results in the document below.