The document is a creative brief for promoting the Toyota Camry Hybrid in Australia. It aims to increase Toyota's market share, particularly in hybrid vehicles, and position the Camry Hybrid as the best option for Australian consumers. The target audience is environmentally conscious families between ages 35-55 who want an eco-friendly car that provides luxury, comfort, and value. The brief defines the brand personality as innovative, reliable, and focused on customer care. It recommends a tone that is approachable, serene, and highlights safety, technology, design, and performance. A total budget of $3.7 million is allocated across television commercials, print ads, billboards, and social media promotion to convince consumers that the Camry
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Creative Brief Mitsubishi Outlander Prepared by Mian Masood Ahmed Student Id: 339668604
WHAT IS THE PURPOSEOF THIS BRIEF?
To launch Toyota Camry Hybrid as No:1 choice for drivers in Australia.
To increase the current market share of Toyota Cars in Australia, particularly in the
category of hybrid cars.
Plan promotional strategies for the year 2010 ( July till December 2010)
WHAT IS THE COMMUNICATION OBJECTIVE?
To position Toyota Camry Hybrid as the best option for Australian-Auto-Consumers.
WHAT IS THE CORECONSUMER INSIGHT ON WHICH THE
ADVERTISEMENT IS TO BE BASED?
I am a family person who needs a car that fulfils the dreams of a happy family. I am very
environmental conscious person and would love to have a car that is environmentally friendly
but still has expected luxuries and comforts with a good value for money.
WHO WE ARE LOOKING TO?
Creative Target Audience:
• Target: ‘Greenies’
• Men and women
• Age: 35-55
• 2.5 kids
• Commute to work
• Green
-recycle, reuse many home products, eat organic
foods (Whole Foods or Trader Joe’s)
• Very environmentally conscious
• Purchase behavior is well thought out and conscious of the future
• Up to date with new technology and innovations
New Target Sages:
• Age- 25-35
• Male and Female
• Going through major changes in life.
• Have their own first substantial disposable income.
• Want to make a difference for the environment without making dramatic lifestyle
changes.
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Creative Brief Mitsubishi Outlander Prepared by Mian Masood Ahmed Student Id: 339668604
WHAT DO THEY CURRENTLY THINK/DO ABOUT THE CATEGORY?
Think: Most car manufacturers offer similar features in the same category of Hybrids.
Feel: I would prefer a car that has a good reputation for safety and offers state-of-the
art features in terms of reliability, comfort and convenience. I would prefer a car that
is eco-friendly and can answer my environmental concerns.
Do: I would look for the cars in the nearby showrooms, browse the web for the dealers
.............and see the adverts in magazines to get a picture what I am after and make up my
.............mind to go for it.
WHAT IS THE SINGLE MINDED CONSUMER PROMISE?
3 year or 160,000km* Factory Warranty
Bumper to bumper 3 year or 160,000km* Factory Warranty
Applies to all new Toyota Camry Hybrids.
Fully transferable to new owners inside the warranty period.
Toyota promises genuine servicing by Toyota-trained-technicians using Advanced
diagnosing technology and the right tool for the job and replacing the faulty part with
Genuine Toyota parts and accessories if needed.
WHAT IS THE BRAND PERSONALITY?
- Innovative
- Good value
- No frills just a good car you can trust
- Reliable
-Easy to recognize because all Toyota dealerships are the same
-Care for their customers
Brand Promise: A car for your future
WHAT IS THE TONE/FEEL?
Approachable, Serene, Reliable
Versatility , Comfort and Convenience
Safety & Reliability
State of the Art Design & Technology
Fresh & Aggressive Exterior Styling and Stunning Spacious Interior look with Heaps
of New Technological Features
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Creative Brief Mitsubishi Outlander Prepared by Mian Masood Ahmed Student Id: 339668604
WHAT DO WE WANT OUTR TARGET TO THINK /FEEL/DO AFTER WE
COMMUNICATE WITH THEM
Think: If I choose Camry Hybrid, it fulfils my family needs and there is still a lot to learn
and. experiment new technologies it is using to promise versatility, comfort and
.convenience.
Feel: It sounds a great offer to me; I believe it’s a great value for money
Do: I must check the local Toyota dealers tomorrow.
CREATIVE CONSIDERATIONS
Although Toyota is a well known and respected brand among Auto Consumers in Australia
as well as around the world, but its new innovation in the product line needs special
promotional treatment. To achieve the promotional goal the following budget is allocated
Total Budget: 3.7 Million
$500k for Producing TV commercials (Will be played on Metro TV, Cinema, foxtel, Web )
$200k for Producing Print Adverts (Billboards, Bus-stop Banners, Magazines, Web)
$3m for Promotion
TV commercial, Billboards, Bus-stop banners, Magazines, Web, Social Media ( facebook,
MySpace, twitter)
*Twitter and Facebook are paid for running adverts from Companies; it is cheap and
reasonably effective way of advertising these days.
The End
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Creative Brief Mitsubishi Outlander Prepared by Mian Masood Ahmed Student Id: 339668604
