Background
Launching a new car line, Toyota needed a digital communication solution to increase awareness of the VIOS car line, attract test drive registrations and find potential customers. Toyota Vietnam Campaign.
Context
- Toyota – the world’s largest automobile manufacturer, wants to raise awareness of the VIOS line (Vios G, GRS, E) and attract potential customers. Toyota’s biggest challenge in the Vietnamese market is the fluctuation and shift of consumer attention in the auto industry when there are many new domestic options (VinFast …), along with the strong development of domestically assembled products.
- 12/2021 when the government decided to reduce 50% of registration tax for domestically assembled cars. This decision has had a great impact on the market and especially Honda’s Vios line.
- Faced with difficult challenges from the market and policies, Toyota chose Chin Media to solve the problem of brand recognition and increase sales for the all-new Vios line from the company.
Solution
- Based on the product characteristics of the high-end car line VIOS, Chin Media proposed the solution of “classifying potential customers into 2 groups: Individual Customers and Corporate Customers”.
- While individual customers are interested in Convenience in new journeys, Improvement in technical specifications, Youthful and sporty design, the corporate customer group needs low initial investment costs and operating costs, as well as optimal investment support, bringing the best rental business efficiency.
- From there, Chin Media proposed different strategies, promotions and creative approaches for each target customer group to attract them from Facebook channels (PE, Traffic, Video, Lead Form), Google (SEM, YT, GDN), Coc Coc ads, ADX and Native ads.
How it work
- Coc Coc search platform gives Toyota a unique competitive advantage and easy access to target user files at a more economical cost according to cross-platform testing results from Chin Media. From there, Toyota can focus resources on pushing ads for higher conversion rates at optimal costs.
- Installing advanced GA tracking and real-time monitoring on the dashboard helps Chin Media quickly make optimal changes to the campaign.
Result
1.5M Clicks
+7000 Leads
+Ad recall Brand Lift survey
