Toyota Ukraine. When outdoor advertising is the main communication tool.
A task:
To retain the brand leadership in the information space in 2017 by means of outdoor advertising, to consolidate the image of the most popular and sold automobile brand in the Ukrainian market, to promote the growth of loyalty to the brand.
Decision:
After the crisis in 2014-2015, the automotive market began to recover and grow since 2016, and the investments significantly increased in the media category. At the same time for Toyota, outdoor advertising has been and remains the most important and effective communication channel for conveying the advantages of new models to both motorists and those who plan to become them. In fact, this media channel is relevant for the category and in 50% is credible (according to CCS 2015*). The analysis of competitors' activity in outdoor advertising for 2016 (according to Doors Consulting) showed insufficiently effective use of this media channel in terms of the level of advertising impact (in GRP). Both in the category and for the average market level in outdoor. Brands-competitors used it not systematically and point-like: medium-priced brands were placed on cover billboards, and expensive ones - on large image formats, several automobile dealers were present on board-pointers to points of sale.
Joint efforts of Vizeum and Posterscope developed an annual media strategy to achieve Toyota's market goals. It was on such media benchmarks as a sufficient level of influence for leadership and maximizing coverage:
- the level of advertising impact in GRP is not lower than the average level of key average market advertising campaigns (TOP50) and higher than the nearest competitor minimum by 15% in Kiev and 50% in cities with a population of more than one million
- coverage of the general audience of sales geography was at least 75%, target audience at least - 70%
- the cost of 1% coverage is not lower than the average by category
At the tactical level, the Posterscope placement formed a multi-format offer and successfully implemented a series of advertising campaigns for the support and launch of Toyota Corolla, Camry, RAV4, Prado, Land Cruiser 200 in 2017.
Results:
Media:
- the level of advertising impact in GRP was at the average level of key market advertising campaigns (top 50) and higher than that of the nearest competitor by 19% in Kiev and 65% in cities with a population of one million (averaged over the year)
- the general audience coverage of sales geography was at least 75%, target audience - at least 70% in cities, with an effective frequency of contact (increased for new products to 35 contacts per campaign)
- the cost of 1% coverage is lower than the average in the category due to the use of the formats mix at the envelope-forming (billboards) and image (superboards, backlits)
Business:
- Following the results of 2017 Toyota is the sales leader of cars:
- # 1 in sales volume - 9,515 cars
- With a market share of 11.85%
- Increase in sales by 25.5%
Thus, including through the achievement of the set media indicators in outdoor, the brand retains leadership in the category, ensuring the achievement of its business goals.
Data:Doors Consulting 2014-2017, CCS (Consumer Connection Study - a specialized study of Dentsu Aegis holding, devoted to the study of consumer behavior in contact with advertising manifestations, consumer perception of TM and media, is held once a year in 50 countries, since 2011 is also held in Ukraine) , http://www.autoconsulting.com.ua/article.php?sid=40482 , an expert assessmentPosterscope Ukraine