Toyota “Gold Advantages”

Toyota's "Gold Advantages" newspaper ad generated Call to Action.

Key findingstoyota-sept-gold-advantage-article

  • We tested Gold Advantage off the back of a number of very successful ads for Toyota going through our creative benchmarking process
  • Overall, we found respondents to be somewhat less clear on the message of this ad, than we’ve seen in previously tested examples, but not significantly so.
  • This ad still achieved good scores against Newspaper Norms and Automotive Averages, but did not generate the same levels as ‘Lifetime Advantages’.
  • Creatively, the ad scores well for ‘Highlights an important feature’ and met norms for ‘Catches my Eye’ and ‘Looks Good’
  • Encouragingly, the primary role identified for this ad wasCall to Action while ActionMap results were in keeping with the results of previous ads, prioritising ‘Remember for Later’ and ‘Web Search’.
  • Comparing this current ad with the 2009 ad for the same sale event, this ad is delivering slightly more strongly on delivery of Information and Call to Action.


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