The Campaign

“Yaris L colourful campaign” is not only a simply advertising but also it’s a wonderful total communication campaign. Which includes traditional advertising, a pop song with 7 versions, a music video with 7 stories, a series of music festival, a group of celebrities, an interesting promotion, a series of new auto shows and so on. It do ocverturn the traditional communication method of jingle of the TVＣs. It’s the first auto in China with seven celebrity spokespersons to make changes in the existing marketing models all-round communication ways.

Success of the Campaign

ATL: Communications of “Colourful Activity” has largely raised YARiS L’s public attention and popularity. BTL: Communications focus on consumers’ personal experience and many kinds of interaction activities to increases sales successfully. The perfect combination of ATL/BTL and internet’s total communication makes remarkable results as the following:  After the launching of “Yaris L colorful campaign”, even there’s no car delivery at dealer shops, the number of YARiS L's order reached 17.000 within two months, exceeding plan by 15%.  After three months, the car’s public brand awareness has been reached nearly 60%, and consumers’ recognition of campaign communication concept has reached 90%.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

 “Yaris L colorful campaign” is an integrated communication project.  As the hatchback vehicle is the domination trend of the youth market (Age 25-35). Our product, its fashionable appearance with seven bright colors is the main communication point amount the targets.  Considering that the youth are seeking self - expression and self – actualization. We found that diversity music style can make them sympathetic with the product image.  We created 7 young music stars with 7 versions of product theme song each represented different kind of young people lifestyles.  We start implementing a cross media campaign by 7 songs, TVCS, MVs, Micro movies through diversity touch points such as TV, internet, radio, KTV and mobile amount the target consumers.  “Yaris L” title sponsor Hengda music festival which provided product experiment can enhance more and more consumers, either.