Services include
Strategic Consultation, Creative and Media Planning, Media Buying, Creative Concepting, Print, Online, TV, Radio, Collateral Materials

Challenge
The Toyota Dealer Association is a complex client in that we serve three different bodies at national (TCI), regional (Atlantic Regional Office) and local levels (individual dealers), while remaining directly accountable to a Board of Directors. Annually, we develop and execute a minimum of five major campaigns focused on driving vehicle sales (retail-driven). Each campaign is carefully managed to very strict timelines and budgets with no latitude for extensions or overruns. All of our campaigns must align and support the overall Toyota brand while being flexible enough to facilitate customization for geographic target markets as well as cultural language differences between French and English. This complicated mix of multiple stakeholders, campaigns, markets and languages means that we must be highly organized, strategic, efficient, patient, and responsive.

Toyota’s own “Kaizan” philosophy (the concept of continuous improvement) inspires us as their partner to continuously develop new ideas for creative, media and tactical delivery.

Strategy
The car market is a very competitive industry. There are always new vehicles being introduced and improvements to existing models. Consumers are looking for both quality and good prices when buying a new vehicle. Our job in getting Toyota to stand out amongst the competition has become even more challenging. Toyota’s own “Kaizan” philosophy (the concept of continuous improvement) inspires us as their partner to continuously develop new ideas for creative, media and tactical delivery. We have initiated a number of changes over our history with Toyota and some of our more recent changes include:

  • We challenged the conventional car industry approach of “Run of Press” newspaper ads, convincing the client that a differentiated strategy featuring a more dynamic message delivered through different media choices could be more effective and still be executed within the same budget if managed efficiently.
  • We developed improvements in Toyota’s marketing mix, including TV partnerships, Free Standing Inserts (FSIs) in newspapers and interactive digital promotions.

TOYO-imac

  • We also challenged the practice of straightforward French translation of English ads to satisfy the French market, and incorporated French cultural expertise at the initial strategy and concept stages.
  • We have developed a online solution that allows Dealers to create fully customized email communications direct to their customers, based on their vehicles of interest.

TOYO-eblast

Execution
Over the past 14 years, we have executed many successful campaigns for Toyota. Included are print ads, FSIs, DMs, out of home, digital pre-roll, radio, social marketing and TV campaigns.

ATLANTIC CANADA WAS TOYOTA'S TOP PERFORMING REGION IN THE COUNTRY IN 2014.

Results
Over the past 3 years, the Atlantic Canada region has consistently performed as one of the top two regions in the country in both sales and market share, and was the top region in the country in 2014.