Toyota introduces a rising star

The eight-week campaign, which runs until 22 June, began with a roadshow in the heart of the city which was supported by location-based mobile advertising via SingTel.

This was followed by a promotion at the city state’s Shaw Theatre where moviegoers were given a chance to win a Corolla Altis. All they had to do was enteri a lucky draw at the cinema.

The campaign, created by Dentsu Singapore, is part of a regional push for the Corolla Altis which started in Thailand in December, followed by launches in nine other Asian countries.

One of the highlights of the campaign was signing Hollywood actor Orlando Bloom to appear in the TV, print and poster component of the campaign as well as on a campaign website.

Haruhiko Miyano, regional account director, Dentsu, said: “From focus groups we found that Asians like their car to be associated with big names.

“It is a matter of pride for them. Our research also showed that Asians consider Bloom a ‘rising star’ in Hollywood, which is what our target audience is all about.”

Dentsu has coined the term “rising star” for its target audience, a term for consumers “who are still growing in status, who have a dream.”

A major objective of the campaign was to reposition Altis as a bigger and classier version of the older Toyota models.

“The last model of Toyota before Altis was launched in 2000 was eight years ago. So this was a big event for us. The client wanted a big impact campaign.

“This is the longest that Singaporeans have waited for the launch of new Toyota model,” said Miyano.

The advertisement shows Bloom in the Kodak theatre, the venue of the Academy Awards.

Later at the awards ceremony, Bloom is introduced and when he comes onto the stage he declares he will introduce a “new star” - the Corolla Altis.

Toyota has 22 per cent share of the Singapore auto market.

In Southeast Asia, the automobile brand is especially popular in Thailand where it has a 45 per cent share.