Exp. The Demand Activation Agency has launched an innovative marketing campaign for Toyota SA, which allows for their new products and technology to be personally experienced by the consumer.
RovingZones (mobile vehicle display units) are interactive marketing tools that enable consumers to "touch and feel" the latest models on the market, offering them an opportunity to enquire about Toyota's various products, book test drives and receive dealer information.
"What differentiates the RovingZones from traditional dealership showrooms is the fact that potential customers can enjoy a different motoring experience, all in their own time and without the pressure of a salesman," says Brian Eades, GM, marketing and communications and public relations at Toyota SA. "The RovingZones are not sales outlets, but rather experiential areas within a 'shoppertainment' concept that operate as a support service to the dealer network," Eades says. Visitors to the zones have the opportunity to provide their contact details, should they wish to be contacted by a dealer, and these leads are then followed up within 24 to 36 hours.
Two RovingZones are currently doing the rounds at major shopping centres in South Africa, displaying the latest addition to the Toyota family, the Yaris. The Yaris will be on display until end of March next year, from which the RovingZones will feature Toyota's new models on an ongoing basis.
Exp.'s Sixth Sense MarketingTM is a special bond between a Brand and the consumer...the dynamic that constantly moves brand-in-mind to brand-in-hand to brand-in-heart. With twenty two offices across the continent, Exp. is Africa's largest and leading experiential and sponsorship agency. Our areas of speciality include Sponsorship Marketing, Brand Activation [Event Marketing; Niche Marketing; Promotion Marketing; Retail Marketing; Conferences and exhibitions], Social Programming, PR Marketing and Measurement. For further information, contact us on Tel: 011-549 5340 or E-mail:
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