Toyota targets younger drivers with £7.5m Yaris push

Toyota: new £7.5m push for best-selling Yaris
Toyota: new £7.5m push for best-selling Yaris

Toyota is aiming to attract a fresh generation of car-buyers with a £7.5m pan-European ad campaign for the latest version of its bestselling 'B' segment Yaris model.

An initial six-week TV, digital and direct marketing push will target 20- to 30-year-olds with humorous stories about key attributes of the car, such as its touchscreen multimedia system and rear-view camera.

According to Lisa Fielden, brand development manager at Toyota GB, the campaign is one of the most significant to be launched by the car manufacturer in the past five years.  

‘Toyota, as a whole, sells to older consumers. With the new Yaris, we wanted to signal a step-change, and reach out to a younger audience that hasn’t considered Toyota before,’ she said.

Fielden now oversees its UK advertising since the departure of marketing director John Thompson in March, to a role with Toyota in Japan.  

The TV ads, by Saatchi & Saatchi, have been directed by renowned pop music video creators Jonas and Francois. In one execution, a Yaris driver faces a tussle with a 4x4 for the last car parking spot. Animated street dancers appear on the scene, rapping ‘But, can you do this?’, before the Yaris quickly reverses into the space.  

The ads, which carry the tagline ‘Outsmart life in a Yaris’, break on 13 August. Digital activity has been devised by glue Isobar, with direct marketing by Kitcatt Nohr Digitas.  

A further tranche of activity will be rolled out in six months’ time, to mark the launch of Toyota’s Yaris hybrid, which it claims is the first in the ‘B’ segment.   

Toyota has sold 10,968 new Yaris models this year, according to the SMMT, down from 14,349 in the equivalent period in 2010. 

Separately, in May this year, Toyota abolished the position of UK marketing director  after a review of its management structure, which sought to remove overlap-ping roles. Jason Stanley, general manager marketing communications, now reports to commercial director Matt Harrison.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers