M&M Awards Winners
M&M Global Award: Launch
08 September 2011
The winner in this category is be the campaign that can demonstrate the most successful strategy for the launch of a new product, service, company or brand, or the re-launch of an existing product, service, company or brand.
Sponsored by:
Campaign: ‘Your Toyota is my Toyota’
Entering Company: ZenithOptimedia Worldwide
Credits: Saatchi & Saatchi London
Following negative press across the US and Europe Toyota needed to restore its image and convince consumers that it remained committed to building safe, high quality cars.
Avoiding the negative media the brand entered factories where doubt in its cars seemed scarce. This was where the campaign was born ‘Your Toyota is my Toyota,’ identifying that people trust people.
The strategy was divided into three stages in hope of cutting through the flood of negative press whilst a pan-European TV and press campaign, supported by local campaigns, was developed.
To deliver success across these key areas Toyota shot short excerpts of member stories encouraging its audience to visit a specially established website where longer interviews could be viewed. The brand also drove consumers to the website via video banners and interactive TV on news sites, before inviting comments to amplify positive buzz.
Fundamental results were achieved as Toyota reversed the decline and significantly strengthened Toyota's quality, safety image scores, according to the Toyota Recall Research. It also recovered market share, which had dropped from 5.4% pre-recall to 4% during the recall, and now was back up to 5% by August 2010.
Judges Comments:
This was the most hotly debated category. The winner was described by the judges as restoring pride in the brand’s company.
Watch the campaign video: