Toyota Corolla: Emotional Investment, Financial Return - IPA Effectiveness Awards Case Study 2004

Brief Description: In 2002, the ninth generation Toyota Corolla launched into a tough marketplace. Revenue generated surpassed the model's previous (1997) successful launch by £99m over the first two years. Advertising ROI was £4.58 for every extra £1 invested. A value product became a valued brand.- How - By identifying and targeting a new, more lucrative consumer segment. Creating a campaign 'A car to be proud of' that sold emotion, not features. Investing ingeniously in communications ;---(TAGS)--- Full Title: Emotional investment, financial return - the launch of the next generation Toyota Corolla ; Number: 2004/52 ; Brand Name: Toyota Corolla ; IPA_ProductCoding: Automotive (Motor cars) ; Agency: Saatchi & Saatchi ; ZenithOptimedia ; Author: Lindsay Parnell, Andrew Zambardino ;