Το Toyota Corolla έχει ξεπεράσει τις 40 εκατ. πωλήσεις παγκοσμίως με την Toyota να το γιορτάζει βγάζοντας δύο νέες διαφημίσεις. Η παραγωγή του Corolla ξεκίνησε τον Νοέμβριο του 1966 στο εργοστάσιο της Toyota στη πόλη Takaoka της Ιαπωνίας. Τότε η Toyota είχε ως στόχο να κατασκευάζει 240.000 Corolla ετησίως και τώρα, εν έτη 2013, η Toyota κατασκευάζει στα εργοστάσια της 1,1 εκατ. Corolla ετησίως.
Μπορεί να μην είναι το πιο ποθητό αυτοκίνητο του κόσμου, αλλά οι 40 εκατ. πωλήσεις αποδεικνύουν πως έχει αγαπηθεί από το κοινό, όσο κανένα άλλο αυτοκίνητο.
Integrated Marketing Campaign Elevates 2014 Toyota Corolla to New Heights
Technology Takes Center Stage in both the Vehicle and Advertising Platforms
TORRANCE, Calif. (September 5, 2013) – The world’s best-selling vehicle nameplate of all time is about to take drivers to new places. When the 2014 Toyota Corolla hits dealer showrooms this fall, the accompanying marketing campaign will showcase the car’s upgraded technology and elevated styling—inside and out. The marketing campaign aims to reach the Millennial generation while still appealing to the baby boomer audience that has made the model so popular through the years.
Developed in partnership with Saatchi & Saatchi LA, the campaign’s theme is “Elevate.” Extensive market research shows that Millennials are looking to take their career to the next level and are looking to buy their first “real” car to get them there. The design of the all-new Corolla is significantly elevated from the previous generations, creating a more dynamic and desirable image for the Corolla nameplate that will appeal to these younger buyers.
The primary broadcast spot of the campaign, “Style Never Goes Out of Style,” focuses heavily on pop culture, especially music and dance, and spans five decades, starting in the late 1960s (coordinated with Corolla’s U.S. launch in 1968) and continuing through the present day. The music video-inspired commercials feature an original track by Shy Kidx and the “Elevated” dance choreographed for the campaign by Vincent Patterson and Tony Testa.
“The ‘Elevate’ campaign speaks to the evolution of the Corolla and Toyota’s commitment to delivering exciting products that engage consumers in new ways,” said Ed Laukes, vice president of marketing communications, Toyota Motor Sales, U.S.A., Inc. “We’re thrilled to debut a fun campaign that reaches a younger audience through social, digital and mobile elements that convey the Corolla’s elevated design.”
The all-new 2014 Corolla made its global debut on June 6 at an invite-only event in Santa Monica, Calif. The extravaganza celebrated the iconic compact vehicle with nearly 50 years of success and nearly 40 million Corollas sold worldwide.
The 2014 launch represents a dramatic restyling for the 11th generation Corolla. The next generation Corolla makes a stronger design statement, with more dynamic exterior styling, spacious interior and greater sense of craftsmanship. The vehicle’s technology offerings have been elevated as well, including standard LED headlamps, Bluetooth audio and available Smart Key System with push-button start.
The vehicle and its corresponding campaign continue the recent momentum set forth by design-focused product launches and build on Toyota’s new Let’s Go Places brand direction.
Broadcast The campaign rolls out with a lively :60 broadcast spot on top TV shows and in theaters with Corolla models that date back to the 1960s. It takes viewers through five decades of iconic song and dance in the spirit of an epic music video.
In-cinema ads will feature a Shazam experience and sweepstakes opportunity.
Print and Digital The print advertising depicts crowds of people celebrating the all-new model. Digital highlight videos feature details of the car through entertaining vignettes including battling DJs, a Beatboxer and a hip-hop music producer. Homepage takeovers on several prominent news and pop culture websites provide an in-depth look at the Corolla’s more expressive, chiseled exterior styling and advanced technology.
Unique Out of Home Billboards and outdoor signs in several major markets, including New York and Los Angeles, will have a built-in NFC chip that launches a virtual test drive with the tap of an NFC-enabled smartphone. A special printing process also enables key features to become illuminated during nighttime hours, showcasing the LED headlights.
Mobile Mobile-optimized web experiences make shopping for a car more simplified and fun. Mobile iMedia will direct guests to touch.toyota.com/corolla and the “Corolla Touch Drive,” a first-of-its-kind virtual driving experience that highlights features of the car through a simulated test drive on a smartphone. In addition, an iAd-based racing game will keep users engaged through exciting game play and reward them for exploring features of the new Corolla with a free music download.
Social Custom six-second Vine videos and 15-second Instagram videos will showcase tutorials in dance styles through the decades, including the “Elevated” dance moves featured in the broadcast commercials. Viewers will be encouraged to use the hashtag #CorollaStyle to post user-generated content showcasing their “elevated” style.
Experiential The all-new 2014 Corolla will be included in a number of ride-and-drive experiences in the coming months that will allow consumers a chance to get behind the wheel and experience the vehicle first-hand. The vehicle will also make appearances at select Toyota-sponsored events and on-site activations.
Toyota Thanks Customers for Making The Corolla the Best-Selling Nameplate Ever
Corolla Is World Leader in Sales with 40 Million Sold
Torrance, Calif., Sept. 5, 2013 — If you bought a Toyota Corolla last month, your new car just might be the 40 millionth Corolla ever sold. It’s not about the number, but the number sums it up: Happy customers have made Corolla the best-selling automotive nameplate in history.
“American’s love affair with the Corolla began in 1968 and the passion is still burning,” said Jack Hollis, Toyota vice president of Marketing. “Always the poster-child for Toyota’s legendary quality, the Corolla is all-new for 2014 with expressive styling, a premium interior, and terrific driving dynamics. It’s built for the way we live today and the places we go. From urban chic to family road trip, at 40 million we’re just getting started!”
Toyota started annual production of the Corolla in November 1966 with approximately 240,000 vehicles produced at its new Takaoka Japan factory and exports began immediately. Today, 11 generations later, over 1.1 million Corollas are produced each year. Every hour 125 new Corollas drive out of factories in America (Blue Springs, Miss.), Brazil, Canada, China, India, Japan, Pakistan, South Africa, Taiwan, Thailand, Turkey, Vietnam and Venezuela combined. With customers in more than 150 countries, the Corolla has earned its title as “The World’s Car.” Legacy of Leading Safety Features
The Corolla was originally designed to meet the changing needs of Japanese commuters in the mid-1960s. When the first Corolla rolled off the line, many automakers offered basic safety features as optional. The Corolla was among the first car lines to include rear back-up lights as a standard feature.
And Toyota’s history of evolving the Corolla to meet customers’ needs remains alive today. The base L Model of the new Corolla comes standard with LED headlights, Bluetooth, eight airbags and Toyota’s Star Safety System™. For those families who are looking for better fuel efficiency, Toyota recently announced upcoming production of a Corolla hybrid. Toyota’s commitment to adding new standard features to the affordably-priced Corolla over time has helped ensure that families around the world continue to choose it more than any other nameplate.
Hollis continued, “As we celebrate this 40 millionth milestone, we are grateful to all those who have owned and loved their Corollas for the past 47 years and proud o fthe generations of Corolla Chief Engineers for their enduring vision.”