Toyota Argentina Case Study_EN 微軟豐田汽車廣告

1、This treatment can be used for any one sheet where an image header makes sense.Place Header image over this gray band.Place white or cool gray Microsoft logo in the upper right corner- 1/4” from the top, 1/4” from the right Toyota Argentinaa leading company in the countrys automobile industry wanted

2、 to drive new subscribers to its Toyota al Día newsletter. Toyota Argentina turned to Microsoft Advertising to launch an online advertising campaign on Windows Live Hotmail and Windows Live Messenger.Toyota Argentina: a Latin American leaderToyota launched its Argentina operations in 1994 and h

3、as continued to makesignificant investments in the country. The company employs 3,000 people and is well known in the nation for its strong commitment to quality, itsconstant-improvement philosophy, and its innovation culture. These principles guide the entire production, sales, and post-sale servic

4、e chain. Toyota Argentina become the production and export platform for Latin America, including Mexico and the Caribbean. In 2008, Toyota Argentina sold 32,000 vehicles over $1 billion in exports.Attracting new subscribers, winning new clientsOne of Toyotas distinct trademarks is its constant effor

5、t to grow and improve. In tune with this, the company set a clear goal for the second quarter of 2009 to expand its communications audience spectrum. Toyota Argentina sought to attract new clients, maintain the loyalty of existing customers, and build brand recognition by growing the subscriber base

6、 of its Toyota al Día e-newsletter by 25%, or 1,500 new subscribers. Toyota Argentinas first decision was selecting the most appropriate advertising medium. Online advertising was the obvious choice because the digital medium was the most direct way to reach new and potential customers at lower

7、 cost per contact and with the likelihood of higher conversion rates.Toyota Argentina was no stranger to online advertising. The company had previously launched a bannercampaign on local newspaper sites with the largest online circulations, as well as in other digital media outlets, when it launched

8、 its Corolla automobile in the market. But this time Toyota Argentina set its sight on a segmented advertising campaign.With creative concepts aimed at associating the brand with technology, quality, durability, and reliability, Toyota Argentinas subscriber campaign represented an excellent opportun

9、ity to test Microsoft Advertising and its audience segmentation tools.Prior to launching the campaign, Toyota Argentina conducted an internal analysis to determine that the objectiveto increase newsletter subscriberswas the right one as part of the companys communications strategy and marketing plan

10、. Once this was confirmed, Toyota Argentina executives met with Microsoft Advertising specialists to define the best media mix to meet and exceed its goals. Within a month, the campaign was developed and executed, with a run time of 27 days.Launching on Windows LiveToyota Argentinas online campaign

11、involved four strategies. First, sending marketing e-mail messages to 58,000 registered Windows Live Hotmail users who opted in to receive information from auto manufacturers. Second, Microsoft Advertising launched 1 million 728x90 printed banners on Windows Live Messenger Pre-Roll. Third, Microsoft

12、 Advertising launched 1 million 300x250 printed banners on Windows Live Hotmail.Finally, Microsoft Advertising employed a tool known as “re-messaging” that can “mark” users who visited the Toyota site during the last six months. When these usersvisited MSN, Windows Live Messenger, Windows Live Hotma

13、il, or Windows Live Sharing, the re-messaging tool identified them and displayed Toyota advertising. A total of 700,000 re-messaging ads in five formats were created during the campaign, generating over 3,700 click-throughs. The combination of penetration and segmentation of these media allowed Toyo

14、ta Argentina to optimize its budget and advertising investment, cutting down on cost per contact and increasing efficiency.Microsoft Advertising created two different marketing messages: one for men and the other for women. The campaign invited consumers to get to know everything about Toyota. Banne

15、r ads featured questions about the carmaker and when viewers clicked on the advertisement it ushered them to a landing page with the answers and an e-newsletter subscription form that said, “Find out about this and much more. Be part of the Toyota al Día world.” The landing page also listed the

16、 exclusivebenefits enjoyed by subscribers. Subscribers would receive 1 the latest news about vehicles announcements, special events, and technological innovations; 2 the inside scoop on promotional sales; 3 access to exclusive multimedia material and content; 4 driving, preventive maintenance, and s

17、afety tips; and 5 other special benefits for Toyota owners.Noteworthy is the fact that Toyota Argentina offered no gifts or prizes as part of the subscriber drive. The only value of the proposal was in the content of the e-newsletter.A large segmentation was the key to successpreviously owned a Toyo

18、ta (1,068, while 40% had a 2006 or newer vehicle (1,531. © 2009 Microsoft Corporation. All rights reserved. Microsoft is a trademark of the Microsoft group of companies.The evaluation of Microsoft tools also yielded highly positive results. The campaigns CTR was nearly six times above tradition

19、al online advertising thanks to the large customer segmentation Microsoft Advertising tools offer. These tools guaranteed the creative ad units were shown to Toyota Argentinas target audience. Re-messaging also proved to be an interesting tool with excellent cost-effectiveness ratio.“We are truly ha

20、ppy with the results. We exceededquantitative objectives, and from a qualitative standpoint we were able to expose our brand to a target we had never before reached because we had only advertised online in digital newspapers. The teamwork demonstrated by everybody involved and the support of the ent

21、ire team of professionals was also impressive. I look forward to a growing partnership between Toyota and Microsoft,” added Juan Manuel Alvarado.According to Eduardo Laens, Senior Marketing Analyst of Toyota Argentina S.A., “The objective of this campaign was not only to increase the e-newsletter subscriber base, but also to test the efficiency of a segmented advertising campaign and Microsoft Advertisings re-messaging tool. The final numbers show this is an excellent communications channel, especially for Toyota, whose target user is an ind