SUMMARY
How do you significantly grow the business and attract a younger Camry audience (which has different values and doesn't want to associate with older Camry owners), while, at the same time, not losing loyal customers?
Ambitious goal: 50% growth over 2017, with an expected D/E segment growth of 10%.
We decided to combine two growth strategies into one: simultaneously sell to two different audiences while selling each of the exact car they need.
In order not to scare away the "native" Camry audience and secure the business, we decided to start th campaign with them. We used the first flight to tell these conservatives about the technological coolness of the new model, and of course, we showed it in the “best” possible automobile color — black.
After dealing with retention, we moved to conquest. And in one motion we turned a business class car into a sports sedan.
For target audience #2, we prepared a color in advance, ordered them and put them into salons. This had the potential to forever scare away the conservative target audience #1. The cars were red, and we emphasized the design, which would not allow the owner of a pepper-red car to go unnoticed.
As a result of the campaign, Toyota Camry sales growth was 74.1% (our goal was 50%) for the month of August with the D/E segment growing by 11%.
