Like other segments, the automobile industry too is making use of the wireless medium to grab consumer attention. Toyota’s aggressive pre-launch strategy for Innova, the new model that will replace Qualis in the Indian market, has combined the power of a mobile phone and a brand name.
Toyota has partnered with contests2win for an interactive communication route to generate consumer curiosity, response and pre-launch involvement. Consumers all across the nation are being exposed to a Toyota teaser campaign published in leading newspapers, followed by an on-air campaign.
The target group comprised mobile owners who could afford a car costing upward of Rs 6 lakh. “It’s been really exciting fusing conventional advertising with interactivity. We believe that new innovative solutions really deliver that extra returns to clients by getting their potential target audience to directly interact with their communication, and thereby build a bond with the brand/product. Our object was consumer interaction and in nine days the response was close to 2.15 lakh which is a huge number,” said Machaiah, AVP-Media, Dentsu Communications.
Said Alok Kejriwal, CEO, contests2win said, “Every aspect of the promotion has been carefully sculpted to make it a consumer’s delight. I think this is the first time a pre-launch campaign has been so powerfully energised with interactivity. It goes to show how forward Toyota is thinking. The teaser ad evokes more reaction than a normal ad and generates customer feedback. It has a three-step process of reaction, interaction and response.”
The print and TV campaigns have been asking consumers to SMS ‘Toyota’ to a short code. A question follows and the consumers are asked to guess the name of the new model that will replace the Qualis. While the teaser campaign mentions that consumers should be prepared for a surprise, the real story is that one person will actually win a brand new Innova car at a ceremony to be held in Mumbai.
Ashish Kumar, DGM-Marketing, Toyota Kirloskar Motors, said, “We have taken this interactive pre-launch promotion route for the first time and are happy that our advertising agency Dentsu has partnered with contests2win to handle this promotion. The response has been overwhelming with 40,000 SMS in the first few hours of the campaign being launched.” The growing reach of wireless communication may just have added the right spice to Toyota’s new launch.