Cannes Lions

TOYOTA BUSINESS MODELS

SEPIA PROXIMITY, Copenhagen / TOYOTA / 2005

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Overview

Description

A break with the traditional target group and competition. We applied to The Chosen company car users directly through their private addresses.

We invited them to participate in a converse competition, where the winners had been drawn in advance. But there was a quid pro quo – before they could check whether they were The Chosen winners on the website, they had to answer some questions which would give Toyota an immediate impression of the prospect.

Next step was the focused sales initiative. The strategy was to get customers to test drive the car by two different emails.

Outcome

Information gathered: The campaign has given us a unique prospect database of 9,360 prospects – response percentage of 44% for completely cold prospects – from whom we have collected information for targeting new car sales.

Test drives: 18% ordered test drives via the email with the Christmas Sack. 5% ordered test drives via the email "Should we change car".

Sales: In two months, we sold 80 cars to private customers. And we estimate that we have sold at least 25 cars to company car users. In other words, total sales of at least 105 cars in one campaign lasting two months.

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