Toyota: Family of vehicles

Toyota, a car manufacturer, released a long-format ad, FasterClass, to introduce a new performance sub-brand, Gazoo Racing (GR), to the US to connect authentically to performance drivers and expand its reputation into the performance space with the GR Family of Vehicles.

Summary

In the garage and on the track, performance drivers crave raw authenticity - a car built by enthusiasts for enthusiasts.

Challenge: After introducing GR in the US, Toyota sought to expand its reputation into the performance space with the GR86, GR Corolla, and a broader GR Family of Vehicles.

Methodology: Audience insights informed launch strategy across positioning, ad creative, and audience targeting. Through stakeholder and expert interviews, influencer meet-ups, online journals, and focus groups, we identified the optimal positioning for the GR launch. To measure performance, Toyota also commissioned brand and ad tracking.

Insight:Toyota could establish...

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