2016 Silver The Best Business to Business campaign

Agency EMO Unlimited

Client Toyota

Campaign summary More than a million pounds investment for a little silver pack

Campaign overview

The challenge was to motivate the Toyota Centre network of 180 locations nationwide, to ensure the C-HR would become Toyota’s most successful vehicle launch ever.

A plan was hatched to fire-up comprehensive local marketing activity as early as possible to give the campaign the bedrock needed for success.

Strategy

C-HR is Toyota’s first entry into the compact crossover market.

Its arrival allows Toyota to speak to new audiences, so it’s positioned as a brand rejuvenation.

The model sits in a segment of the market where Toyota is not represented, so it’s vital to generate awareness, build an audience new to the brand, and get orders flowing.

The Toyota Centre network - not used to planning ahead - needed to commit time, energy and budget four months before the official on-sale date. And to do it without taking their focus away from current 2016 sales activity/targets.

The campaign featured a memorably designed pack full of relevant content encouraging Centres to think differently about the audiences and how they could reach them, with the goal of engaging customers and winning their commitment in a short time.

Creativity

The Activation Pack creative reflected the sleek design of the new model, with silver inks and foiling.

Information came in brochureware, USB cards and a video card. A slipcase included items of different sizes, neatly and securely hidden within a sleek branded outer. Product imagery was recreated in metallic, using foiling techniques, silver inks and spot UVs to lift logos and branding.

The video content was a ‘rallying cry’ to the network, and the brochures and USB cards were full of inspiration, full of marketing plans, target audience profiles and launch event ideas.

Each pack contained a signed letter from the Toyota Marketing Director explaining how to get involved in launch activity.

The pack reflected the exciting new design of the C-HR and the practical information needed by the network to engage in the model launch.

Results

The packs engaged Centres to act, and they understood what was required. By the deadline for submissions, 100% of the marketing planners had been returned.

To complement the pack, Centres could use a pre-launch vehicle for experiential activity if they submitted the most original idea. 98 Centres submitted ideas and 16 were selected to receive a pre-launch vehicle for local activity.

Pre-launch activity commenced on 5 September 2016 through to mid- December, to reach out to and engage Centres with launch plans, dialing up levels of spend and activity.

Since pre-launch activity commenced, the Activation Pack has been recognised as best practice by Toyota Motor Europe.

Team

David Godley (Business Director) • Chris Dennis (Account Director) • Natalie Fitzpatrick (Senoir Account Manager) • James Brittain (Planner) • Gary Egerton (Creative Lead) • Frank Alexander (Designer) • David Midgley (Senior Creative Artworker) • Ian Longhurst (Senior Production Man- ager) • Francesca Lewis (Manager- TCMS)

Contributors

Hampton Printing (Bristol) Ltd (Printing- Production and fulfilment of all elements. Including consultation with EMO creative lead regarding suitable materials and printing techniques.)