AdColony and Toyota Team up to Drive Greater Vehicle Awareness

Car manufacturer Toyota used a mobile strategy encompassing Instant-Play and Aurora HD videos, and dynamic end cards to appeal to young Hispanic audiences and raise awareness of its Corolla hatchback model in the US.

Campaign details

Brand: ToyotaLead Agency: AdColonyRegion: North America

Objective

Driving Awareness — Given the strong competition in the crowded hatchback space, AdColony was challenged with the objective of driving awareness of the Toyota Corolla Hatchback, the stylish and sporty update to the long-standing bestseller Corolla. The youth market, however, historically showed interest in other hatchbacks, specifically the Ford Focus ST and Volkswagen Golf.

Target Audience

Toyota wanted to leverage the recognition of Corolla with affordability and reliability, and therefore wanted to targeted an audience that would value these two qualities – a young, Hispanic demographic....

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