BigSMALL
Brief: Toyota wanted to promote their Yaris car with the aim to make it the first car in its class Independent readers think of. It was vital to execute the BigSmall campaigns message through a series of balances and contrasts; of size, magnitude, power and effect. We also felt it was important to maintain an edge of playfulness and visual surprise.
Objectives:
- Make the Toyota Yaris the first car in its class Independent readers think of.
- Drive home key brand values: small car, big car quality.
- Make the technology and design appeal equally to both male and female readers.
Campaign | Print:The Independent bigSMALL guide issue 1 was bagged with our Saturday edition in a branded polybag. It consisted of 52 pages and the inside Front Cover, Inside back cover, Outside back cover were allocated as Yaris advertisements. There was also a double page spread advertorial for Yaris in the centre pages. The editorial and design were as discussed.
The Independent bigSMALL guide issue 2 was timed to come out 5 weeks after issue 1. The inside Front Cover, Inside back cover and Outside back cover were allocated as Yaris advertisements. Issue 2 was also bagged with our Saturday edition and the editorial and design were similar to issue 1. To match with the BigSMALL theme, these issues were approximately A6 in size.
Online: The microsite was online for 3 weeks and started on the date of publication of Issue 1. The microsite was a combination of a message board and poll generator; the poll generator was driven by a question that changed every week. The question was also mailed as part of our daily news headline email, which goes to 35,000 people. This part of the campaign was specifically designed to generate response and discussion.
Independent reader’s view of YarisIt seems that the Toyota Yaris is the first choice car to buy amongst Independent readers/users when given the choice between the Yaris vs Corsa vs Clio.
| pre | post | difference | |
|---|---|---|---|
| Yaris | 55% | 60% | +5% |
| Corsa | 15% | 15% | +0% |
| Clio | 30% | 26% | -4% |
The pre survey was conducted from Thursday July 13th - Sunday July 30th The post survey was conducted from Monday 11th September - Monday 25th September The sample read The Independent on Saturday (in the last 4 weeks) and/or visited the website. They were also intending to buy a brand new car in the next 2 years between £7,000-£14,000, or have bought a brand new car in the last 2 years costing £7,000-£14,000. The Yaris has gained over the campaign period from the Renault Clio.
Results from Survey | Print
The survey was conducted from Monday 11th September - Monday 25th September
Did you enjoy the bigSMALL guide on 9th September?
43% enjoyed reading the guide (43% were indifferent)
Did the guide make you more interested in finding out about the Toyota Yaris?
40% said they were interested in finding out more (of which 6% were very interested), and 34% were indifferent
Did it change the way I see Toyota Yaris?
31% said it has changed the way they view Toyota, of those who specified it was 36%.
Did it increase your knowledge of Yaris?
Overall 45% said that the campaign increased their knowledge of the Toyota Yaris
Did it increase your awareness of the Yaris:
39% said that the campaign had increased their awareness of the Toyota Yaris
“Good association of brands, Independent readers and a car that is different”
“Both Toyota and The Independent have a reputation for quality, especially visual quality”
“For me The Independent is a credible, hipper, young paper and now I associate this with the Yaris”
“They want their cars to be both fun (to drive) and serious (environment/innovation) at the same time”
“The ads stand out and one cannot fail to notice the ad is informative”
“It has made me more aware of the car and I have started noticing them on the road more, my friend actually has a Yaris and is extremely pleased with it”
“Might consider buying one”
Online Results:
| Campaigns | AdViews | AdClicks | Click rate |
|---|---|---|---|
| Total | 2,376,132 | 971 | 0.04 % (0.07 Avg.) |
| Campaigns | COOKIES |
|---|---|
| Number of active cookies | 2,342,621 (98.59 %) |
Online Results:
Did the Yaris campaign on The Independent website make you more interested in finding out more about the Toyota Yaris?
41% said there were more interested in finding out more. Of which 8% were very interested and 32% were indifferent.
Awareness of digital activity:
Overall awareness (of those who specify):
- Unprompted: 15% 17%
- Prompted: 16% 17%
- Total recall: 31% 34%
"Research from previous partnership activity shows that interaction with readers really helps develop understanding and awareness of the product. We are very excited about working with The Independent in this way and we're glad to be offering something of interest to the reader whilst simultaneously engaging them with the brand." Lisa Fielden, Brand Development Manager, Toyota
Contact
Simon Hosannah
Motoring Account Manager
Tel: 0207 005 2137
BigSMALL
