unit 9 m3

UNIT 9 M3
Provide a rationale for a promotional campaign



Campaign Brief



Toyota have hired me to create a new campaign for them in order to promote and revive sales for their small car, Aygo. In this report I will be analysing all the decisions I have taken in the design on the promotional campaign and my reasoning behind them. I will also be explaining how my decisions will help Toyota achieve their goals and increase their sales. The new campaign for the Toyota Aygo is going to distinctive and is going to be different compared to all the mainstream car adverts to make the car stand out and increase sales for the business. The campaign has to be successful so that brand awareness is increased and Aygo enquires and test drives go to a high. Toyota have picked my advertising agency (PPAgency) because we have worked with plenty of well-known and victorious brands and businesses to launch campaigns for their new products and services as well as frequent or seasonal campaigns to entice buyers. There is a lot of competition amongst the car market especially now when there is a lot of high tech features being brought out and every 1st time driver wants to compete on who has the best or the fastest car. The main aim of the campaign we need to get across is to increase the marketing share with young drivers.

Due to the environment that our agency works in, this has led us to come up with this distinctive idea for the new Toyota Aygo campaign. In the office we are full of creative brains who are constantly working for other clients to come up with new unique ideas for campaigns to increase the sales and brand awareness. Each time we get a new client for a new campaign, the whole team sits down for a meeting in the boardroom and we discuss ideas for potential campaigns based on the brief we have been given. We will also update Toyota on their market size and shares in the current market, we analyse this before we start planning a campaign because this is important to know. From looking at the market size and share in the current market we can find out a whole bunch on information. One thing we can find out is Toyotas competition and where they are in the market compared to their competitors. In 2015 the car market share hit a new record and had their best ever performance after the fourth consecutive years of growth. 2.63 million. This means there are a lot more people buying cars now a days which means more competition which makes our jobs a lot harder because we have to work extra hard to produce an extremely successful campaign to appeal to the specific target audience. For Toyota's advert we will make sure it fits into our overall strategy by ensuring

The objectives of this campaign is to revive and increase sales. It will also be to create brand awareness to get noticed and known more than Toyota already are. By creating a successful campaign it has a significant impact on increasing sales and creating brand awareness because people will be constantly talking about it to one another, it could go viral, people could share or publicise it onto social media, people could ask for test drives or ask enquiries etc. We, as an agency aim to increase the brand awareness of the product through the campaign from 70% to 80% by April 2017. When creating a campaign the objectives are essential to remember and we will keep looking back at them and relating the campaign back to the objectives to ensure we meet the requirements and create a successful campaign.

Toyota Aygo's target audience are aimed at drivers aged 16-21 who are looking at their first cars, or who haven't taken their test yet. This also includes parents as a lot of first hand drivers get their car paid for from their parents as they need to approve etc. Therefore, the campaign needs appeals to both the buyer and their parents. This car is appropriate for both female and male because it is not one colour, there are a variety of different colours you can choose for the car to come in which is a great thing for Toyota because this doesn't limit their target audience to one gender. This will be projected in the campaign by having the background made out of the different colours the car comes in. Also, in the campaign the car will be shown as white as this is a unisex car and because the background is colourful so by having the main car white this will emphasis the car and all the background colours. Furthermore, the car most suits customers who have low income as they are usually buying their own car or their parents are buying it for them which is why they don't want to or don't have the money to spend a lot on a car. At the end of the campaign it will state where to buy or call for enquiries or details to purchase the Toyota Aygo which will be their show room photo number and the address to their website. Most people like cars now a days which have modern technology and the latest updates and features in it because this appeals to 1st time drivers and young adults a great amount as well as being environmentally and friendly-hybrid. After choosing out target audience, it allowed us to do market researches and focus groups with out target audience in order to find out useful information and data to analyse it. Our target audience were especially helpful because they are easy to get information out of and they have strong opinions. Within the campaign it will appeal to the target audience because it is a colourful and bright advert, it will be professional therefore this also will appeal to parents because they will think higher of the brand if it has a professionally produced campaign.

The Toyota Aygo is a small 4 seat city car which has a load of customisation possibilities to choose from to guarantee the Aygo is truly your own and is specifically chosen to suit your requirements and preferences. This will be projected through the campaign by having the candy people shouting at one another e.g. "I wanted the ears!!" this will show the different parts of the car in which you can get customised and how everyone will want each others cars because they are so unique and different. Toyota Aygo brought one in for us in the office to test out so that we can see the car itself to get a better understanding of the actual car. A few of our colleagues test drove it to get a feel of how it drives, if its smooth and what the biting point is like. Other colleagues looked inside the car at its features and discussed what they feel stands out to them the most about the car and what they would look for when buying a car and if this car has those features. The answer to that question is yes, the Aygo has all the essential features a first hand driver would want or need such as the radio, air conditioning etc. We also were lucky enough to see one of the top range Aygo's which has a lot of add on's in the car such as heated seats, heated steering wheels, a screen, alloys etc. These are a lot more expensive as they are extras that you pay for separately from the car however, a lot of drivers especially men like add on's because they make the car feel individual. By having the Aygo car's in our offices it gave us all an understanding of the car and how it is made so it will help us produce a victorious campaign. We also had a talk with the people who make the cars and he told us all about the processes

We used social media as a type of media to promote our campaign. We chose Instagram because we feel this is an extremely popular type of social media and it allows things to get across fast and go viral because of the amount of used who use Instagram. A lot of car brands have an Instagram page which they use as a type of advertising as they advertise their new cars and offers that are on at the moment. Many car campaigns also have their own Instagram page to get knowledge out their about the campaign to get customers aware of the product and make customers feel acknowledge and feel connected with the campaign. Our target market use Instagram a lot whether they are contacting their friends, posting photos of their life or stalking celebrity pages. So PPAgency figured by using Instagram it would reach their target audience effectively rather than using e.g. Twitter, TV which they don't use as much as Instagram. On our Instagram page, we will frequently upload photos and videos to update our target audience about the new Toyota Aygo campaign coming out in January 2017. It also allows customer to ask any enquires directly or personally and by answering to their questions they will feel acknowledged and feel a connection with Toyota. By using Instagram to advertising the new campaign, it is increasing awareness because it will reach a wide amount of people including their target audience.

PPAgency have a budget because this campaign is going to be extremely expensive therefore they need to draw the line somewhere. They have been given a budget of £10,000 to produce the campaign. Having this budget for the campaign, it led up to make the decision on why we didn't use TV to advertise our Toyota campaign.

The timing of the campaign is essential because if choose carefully and launched it in a popular season and near a specific holiday then this will intrigue customers. For the campaign it will be launched in January 2017 because this is just after Christmas an the start of a brand new year which is emphasised in the launching of a brand new car. Parents whose children birthdays are in September will be looking for cars for their children because they usually pass their driving test around 4-7 months after their birthday so this is a suitable timing. Launching in January is also good because parents aren't looking for Christmas presents anymore therefore they have more time on their hands to look at cars and as its a fresh new year they will feel like its more appropriate to spend money on a car as they feel like its a new year and they have new money. People usually wait to buy cars in the new year anyway because often car brands bring out brand new cars in the new year and the target audience find them appealing which is why we have choose January. We also feel January is a perfect time to launch the campaign for the reasoning being that all the Christmas adverts and campaigns are finished with now which means that social media and various other places will not be filled with loads of Christmas adverts and all the other campaigns are out shadowed.



Creative Brief


The two types of media I have used is Instagram to advertise the campaign. I felt like this was an appropriate way of advertising is because it is an extremely popular type of media for the campaigns target audience 16-21 year olds. This target audience use Instagram a lot therefore this is an effective way to advertise the campaign. We also created a hashtag for the campaign which is #AYGOLETSGO. We chose to use this hashtag because it is the campaigns slogan and it is short, quick and catchy. It is an alliteration which means the repetition of letters in words near eachother draws attention to the target audience which will create brand awareness. By creating a catchy and memorable hashtag, it can get trending and go viral where thousands of people can use the hashtag and see people who have tweeted using the hashtag. Alliteration will help the target audience remember the hashtag which is also the slogan which is good for the campaign because this means people will think of the campaign whenever they think of the hashtag.




Explain the 2 types of media you have used and comment on the-
Use of TV advert- why you have done this?
How you have used social media
How you feel these advertising campaigns will help to achieve the marketing objective of increasing market share of young driver