Ensuring C-HR was Toyota’s most successful launch ever.

Toyota We have lift off

As the C-HR was Toyota’s first compact crossover it gave us the chance to speak to a new audience who may not have considered Toyota before. We persuaded 100% of the dealer network to submit their pre-launch marketing plans by the deadline and achieved an ROI of 18:1. We also picked up a Silver DMA Award.

Challenge

To motivate the 180-strong Toyota Centre network to plan comprehensive local activity early and ensure C-HR was Toyota’s most successful vehicle launch ever. We needed to find a way to motivate and engage the network (not used to planning ahead) to commit time, energy and budget to activity that would start 4 months before the official on sale date.

Insight

As the C-HR was launching into a new segment for Toyota, it was positioned as not just a vehicle launch, but a brand rejuvenation.

Idea

C-HR is a distinctive proposition, so our mechanism to motivate and engage the network had to reflect this. We needed a disruptive approach that contained relevant content that would create a memorable and engaging first impression.

Our creative was as unique and dynamic as the C-HR itself, directly mirroring the styling of the vehicle through the use of materials, imagery and print techniques like silver inks and foiling. We also edited bespoke film content as a ‘rallying cry’ to the network with brochures and USBs carrying information and inspirational ideas including marketing planners, target audience profiles and launch event concepts.

Impact

100% of the network submitted their pre-launch marketing plans by the deadline. Activity then commenced with the network planning to spend £1,024,627 on local pre-launch activity across various online and offline channels – a significant increase on previous launches. The campaign generated an ROI of 18:1 and the pre-launch activity has since been recognised by Toyota Motor Europe as ‘best practice’. Silver DMA Award winner.