Outsell and Saatchi & Saatchi’s 2014 Toyota Corolla launch campaign received a Silver 2014 Summit Marketing Effectiveness Award (MEA) in the Integrated/Mix Media/Ad Campaign category. This is the fourth industry award for the 2014 Toyota Corolla launch campaign. Also, Outsell and agency partner Saatchi & Saatchi’s 2013 Toyota RAV4 launch campaign received an award in this same category last year.
The Summit Marketing Effectiveness Award (MEA) recognizes and rewards companies for innovative and leading-edge creative work that uses strategy and results-based effectiveness to create solutions in today’s marketplace. The Summit MEA offers firms an opportunity to demonstrate how they have overcome barriers and achieved objectives.
For a complete listing of the award recipients, please visit http://www.summitawards.com/winners/winner-search/marketing-effectiveness-award-winners
“I want to congratulate once again Outsell and the Saatchi & Saatchi NYC team that collaborated on this effective integrated marketing campaign for Toyota. It’s wonderful to see their work receiving high praise,” said Michael Wethington, CEO, Outsell LLC. “Thank you Summit International Awards for recognizing our joint efforts and innovative campaigns over the last two years.”
2014 Toyota Corolla Launch Campaign
The purpose of the integrated campaign was to drive awareness of the all-new 2014 Toyota Corolla, enhance brand perception, increase consumer engagement and drive sales at participating Toyota dealers nationwide. Prior to launch, Outsell & Saatchi & Saatchi gathered 2013 behavioral data to measure interest in the new Corolla and identify the “most likely to engage” prospects. Based on these analytical insights, the next step involved connecting to hundreds of dealer databases, and sending out targeted emails to these high quality prospects.
The launch consisted of 3 main elements:
• Initial targeted email – Utilizing online and offline behavioral data gathered from the teaser phase, an analytically targeted email was sent to increase awareness and direct traffic to a custom microsite.
• A custom Corolla microsite – Visually appealing, persuasive content led visitors to schedule test-drives and browse dealer inventory.
• A targeted follow-up email – For those that engaged with the initial email and microsite but did not act, a second communication was sent offering them a second chance to get a great deal on a Toyota Corolla.
The program drove extraordinary engagement and response rates. More than 70,000 consumers interacted with the launch email and microsite, generating nearly 8,100 “test-drive” clicks and over $3.8 million in sales revenue for participating dealers in North America.
To view examples of the award-winning campaign emails and microsite, please visit: http://dsdealer.com/styles/2014corolla/award/index.html