Toyota launches double car salvo

BANGKOK: Toyota Thailand has kicked off print campaigns for two of its models, Fortuner White and Yaris. Targeted at a middle to upper income bracket, 30- to 39-year-old audience, the Fortuner is a sports utility vehicle which counts Isuzu's MU7 and Honda CRV as its main competitors. "The objective of the campaign, 'Life is more', is to educate the consumer about the features of the new Fortuner that are different from the usual sport utility models," said Suttipong Trinate, account director, Delphys Hakuhodo, which handles the account. "We are also promoting the white colour of the model, as that sets it apart from its competitors, with a different ad titled 'White is me'." For the Yaris, meanwhile, Toyota's first launch in the hatchback segment, a print campaign has been rolled out with an aim to "stimulate sales, announce monthly promotions and raise consumer interest in the hatchback category", according to Suttipong. As a follow-up to a high-visibility launch campaign that focused on the 'Groovy' positioning of Yaris, the new print inserts take a more product-feature approach. "Though the creative concept is still 'Yaris -- be groovy', the theme of the new campaign is 'Hatchback revolution'. It targets the cutting-edge aspirations of young consumers through fashion, utility and safety," added Suttipong. The ads have been inserted in main dailies such as Thai Rath, Daily News, Khao Sod, and Kom Chad Leuk.

by | 05/03/2006

BANGKOK: Toyota Thailand has kicked off print campaigns for two of its models, Fortuner White and Yaris.

Targeted at a middle to upper income bracket, 30- to 39-year-old audience, the Fortuner is a sports utility vehicle which counts Isuzu's MU7 and Honda CRV as its main competitors.

"The objective of the campaign, 'Life is more', is to educate the consumer about the features of the new Fortuner that are different from the usual sport utility models," said Suttipong Trinate, account director, Delphys Hakuhodo, which handles the account. "We are also promoting the white colour of the model, as that sets it apart from its competitors, with a different ad titled 'White is me'."

For the Yaris, meanwhile, Toyota's first launch in the hatchback segment, a print campaign has been rolled out with an aim to "stimulate sales, announce monthly promotions and raise consumer interest in the hatchback category", according to Suttipong.

As a follow-up to a high-visibility launch campaign that focused on the 'Groovy' positioning of Yaris, the new print inserts take a more product-feature approach.

"Though the creative concept is still 'Yaris -- be groovy', the theme of the new campaign is 'Hatchback revolution'. It targets the cutting-edge aspirations of young consumers through fashion, utility and safety," added Suttipong.

The ads have been inserted in main dailies such as Thai Rath, Daily News, Khao Sod, and Kom Chad Leuk.