The challenge:

At the start of 2008 the Quebec Toyota Dealers Association (QTDA), like the rest of the auto industry, faced major challenges. Two major factors contributed to a worrisome situation:

1) A weak US dollar caused Canadian consumers to cross the border to buy cars or wait for prices at home to drop.

2) Rising gas prices forced consumers to put new car purchase plans on hold or made them opt for smaller vehicles.

To meet our goals and break through the ‘green’ clutter, we created the first truly differentiated green campaign. By transferring Toyota’s environmental leadership into tangible selling arguments for the entire line-up of vehicles, we showed there was no compromise between the ecology and the economy, allowing consumers to be greener and thriftier.

The goal was to substantially increase sales from 2007 while reinforcing Toyota’s green leadership.

The idea:

We launched ecolonomics in a five-step plan:

Go green - While the competition focused on messaging about lower prices, Toyota created green pricing and messaging from January to March: low prices for fuel-efficient cars. The goal was to differentiate the company in Quebec and set up the rest of the campaign.

Eco-savings — Toyota then introduced the concept of ecolonomics by turning traditional red-tag sale events into a green-tag campaign. Ecolonomics, or eco-savings, is the combination of ecology and economy in an advertising campaign. It tells consumers that, with Toyota, there’s no compromise on savings or the environment. Print ads informed consumers (for the first time) that it’s easy being green. The impact was immediate with record sales (+20%) between March and May.

Gas prices as an opportunity — Next we leveraged constantly rising gas prices by informing consumers that they can save at the pump and save on emissions - a direct hit on the competition. By mid-summer Toyota was selling 2009 models while the competition was liquidating 2008.

Buy a car you use less — By understanding the state of mind of consumers who are growing increasingly concerned with their environmental impact, Toyota invited them to buy cars they’ll use less. The insight is key: it’s not just about the car you buy but also how you drive it. The launch of Rather Clever, a 60-second TV spot, corresponded to a 53 per cent increase in sales - another record.

Confirmation — By mid-October Toyota had met its yearly sales target, was No. 1 in the Quebec market for the first time in history, beating out GM for top spot. While the competition focused on clearing lots, Toyota prepared for 2009. Toyota had a record-breaking year during which it sold 20 per cent more cars than ever before (60,000+).

In January 2009, the doom-and-gloom of the recessionary economy was visible in most of the auto industry. Toyota acted differently. Thank You, another TV spot with happy music and happy people, offered thanks to Toyota drivers for being good - to themselves (savings) and everybody else (environment).

The plan:

The key to the campaign’s success was to act green, not just say green. This allowed the QTDA to be a leader in the marketplace and was highlighted in multiple creative executions.

Each medium allowed us to communicate the message in a unique way:

· The TV built an emotional connection by cleverly demonstrating how Toyota drivers don’t always drive their cars.

· The Print, during the summer clearout, used a burst, the retail symbol of all symbols, to showcase the little everyday environmental savings instead of the common big price reductions.

· The Web made all the arguments come together in a playful visual environment, making it easy for consumers to learn more about promotions and selling points. Walk-around videos were developed to showcase each model’s environmental features.

Results:

The impact was immediate with record sales between March and May (+20%). By mid-summer Toyota was selling 2009 models while competitors were liquidating 2008 models. The launch of the “Rather Clever” TV spot corresponded to a 53 per cent sales increase.

All objectives were surpassed, making 2008 a record-breaking year with a 20 per cent overall sales increase and over 60,000 vehicles sold. And in 2009 Toyota has consolidated its number one position.

Finally, Toyota was recognized as the third most admired and respected company in Quebec, behind local giants Cirque du Soleil and Le Groupe Jean Coutu (Léger Marketing).