Ad campaign positions Toyota Yaris as credible and exciting entry to SA hatchback market

Yaris, which fills the space between Toyota's popular Tazz and RunX ranges, addresses a fast-growing sector of the market characterised by upward mobility and career focus, according to Michael Di Terlizzi, Account Director at FCB Johannesburg.

'Potential owners in this segment are single males and females in the 25-35 age group,' Di Terlizzi notes. 'A common denominator is their ambition and their drive to reach the top. The ad campaign speaks to these consumers by presenting Yaris as the first choice for dynamic young people who are going places in a hurry. The slogan, "Move on. Move up.", expresses both the positioning of the car and the implied promise that those who drive the Yaris will be perceived as "a cut above".'

The campaign utilises a full spectrum of media, including TV, print, radio, cinema, outdoor, and advertorial. Below-the-line elements, including PR and point of sale, as well as a combination of through-the-line channels are also incorporated.

The creative team headed by Kamal Gangaram (Creative Director), Troy Palmer (Art Director) and Adam Wittert (Copywriter) made strategic use of billboards and streetpole advertisements, both before and during the launch, to help create awareness and drive traffic to the Yaris website.

"Judging from feedback to date, the campaign admirably succeeds in conveying the message that Yaris is a credible, exciting and different alternative to the established set of brands in the hatchback arena," Di Terlizzi believes. "It also manages to strike a balance between the serious and sophisticated aspects of the car and the sheer fun you can have if you own one.

"In terms of the mood and tone, it was extremely important to portray the Yaris as offering the upwardly mobile buyer everything they could want in a car, and more, without losing any of the warmth, humour and charm which is synonymous with Toyota's advertising."