During Ramadan, automotive sales soar and the competition among all the automotive industry in Jordan increases drastically and the buyers await Ramadan offers to believe that brands present customers with the best deals during the month, which makes it very hard for any brand to break through. In addition to the rough economic situation due to governmental tax increases on the hybrid, car weight and Income.

Toyota’s main objectives were to exceed the number of sold units achieved in Ramadan 2017 which is 170 units by doubling the number of sold units in this month, Increase brand engagement on a deeper level to foster long-term loyalty and become the brand of choice with its current customers as well as target audience.

Ramadan is the hottest season for offers. Jordanians put their purchase power on hold until this month arrives. However, people still believe that no matter how the offer they can haggle and get a better deal.

As for that, we created the world’s best haggler and every business’ worst nightmare.

“Um Khaled”

The mother of all hagglers.

Um Khaled who was able to get the best deals on all Toyota's models.

She started in 30 episodes of haggling 101 during Ramadan. She shared tips, tricks and more while haggling with Toyota salesmen. Her tips posters were placed all around the showroom and she even released a personal guide for haggling highlighting tricks that Um Khaled uses to haggle and called it “haggling 101”.

Due to the country’s unsettled economic situation with the government, people were more cautious than ever. Therefore, we are looking at Class C to A audience who are price driven. Price-conscious consumers knowing how much an item would cost always looking for the best deals and avoid buying things which are very expensive for them. They generally see value for money and are value conscious too. They are the People that are always hunting for the best deals. For marketers, it's the discounts time. And for consumers, the time to haggle over the price of everything they needed to buy. This came naturally. People in Jordan LOVE to haggle. It is in their DNA.

These were tough times for Toyota, they had to demonstrate that they were on their customers’ side.

They had to show that their prices were already haggled for. And mercilessly.