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....