1. The Toyota CH-R Campaign
You Han
Everyone

2. Overview Toyota Market Share Reputable Brand
Leading global green brand of 2013
Toyota presently maintains 14.4% market share in America and Toyota’s market share in U.S. has been very stable in past 10 years
Long lasting brand: almost 80% of all Toyota vehicles sold 20 years ago are still on the road today

3. Overview
The CH- R
“The CH-R combines outstanding environmental performance with a brisk driving style in a compact body size.” - Toyota
4 wheel drive
21” wheel: all terrain tire
Lightweight design
BMW electric/hybrid motor (200hp)
2 and 4 door options
Fuel efficient
Built for urban environment
$20,000 (base model) $30,000 (fully equipped)
Affordable Price

4. Overview Goal: Business Objective
Business Goals
Gain market share within the American automotive market by introducing the CH-R as the premier subcompact crossover model.

5. Research Research Methodology Objectives & Primary Research
Secondary Research
&

6. Research Findings Priority Placed on In-Car Tech Features:
(From Survey) When purchasing a vehicle, how important
are the following features to you?
In-car technology = #3
Standard features:
USB Port
Bluetooth phone/audio
Smartphone app integration
Front and rear bumper cameras
GPS
In-Car internet
Priority Placed on In-Car Tech Features:
iPhone on wheels mentality (Sandlier, 2013).
They want to personify the car, to feel as if they are being accompanied by a friend or copilot.

7. High Fuel Economy > Advanced Interior Tech
Research
Findings
High Fuel Economy > Advanced Interior Tech
Hybrids and electric cars soon to become the standard for Millennials.
Alternative energy cars = $$
Q8) On your next vehicle investment, how much could you realistically spend?
26% (top answer) = $31,000 - $40,000
Would you be willing to sacrifice cabin technology for increased fuel economy in your next vehicle?
→ YES = 74%
Cost: it is for this reason the Millennials in the market for a first new car might have to wait a few years before they can afford the premium--green-- option.
Newer cars = increasingly more fuel efficient than their predecessors.

8. Millennials Go Compact/Urban
Research
Findings
Millennials Go Compact/Urban
(From Survey) When purchasing a vehicle, how important
are the following features to you?
Reduced Dimensions = #1
Marketability of the urban setting
Living in these urban areas at a higher rate than any other generation
62% of Millennials prefer to live in urban centers (Pew)
“A metropolitan feel has a millennial appeal” (Nielson)
Millennials are attracted specifically to compact cars with 20% of every vehicle sold in 2014 falling under the compact umbrella (backed by multiple sources).
50% of all millennial auto purchases are “smaller cars”
compact, subcompact, crossover, hatchback
Marketability of the urban setting
Where many of them live or recently moved from
They are currently living in these urban areas at a higher rate than any other generation (Nielson)
“A metropolitan feel has a millennial appeal”
62% of millennials indicate they prefer to live in the type of mixed-use communities found in urban centers, where they can be close to shops, restaurants and offices.

9. Research SWOT Strengths: 1. NO.3 U.S. Market Share
2. Strong brand image
3. Rapid innovation capabilities
4.. Global Manufacturing Facilities
5. The CH-R subcompact crossover model is millennial-friendly
Weaknesses:
1. Recovering from recall crisis
2. Extensive dependence on Japan and North American markets
3. Lack of presence in emerging markets
Opportunities:
1. Millennials have growing interest in hybrid vehicles
2. Millennials = growing consumer segment within the automotive market
3. Growing popularity for the subcompact crossover vehicle
Threats:
1. Aggressive competition in the American subcompact crossover market.
2. Public image of low-end market oriented
the swot is a completion of our research findings. Sam and josh have already talked about most of them.
The most important attributes are underlined

10. Communications Objectives
Our program will introduce Toyota’s subcompact crossover model as the best-in-class vehicle for urban-millennial audiences between the ages of
Our program will by the end of 2017, increase awareness of the Toyota CH-R amongst urban-dwelling millennials in ADI top ten media markets by 350%.
Our program will increase Toyota’s reputation as being a leader in tech, design and green energy innovation amongst college students enrolled within public universities in ADI top ten media markets by 30% by the end of 2017.

11. Target Audience #1 “The Weekend Warrior” Demographics Behavior
Urban dwellers (28-35) that are the seeking to escape the city but are restrained by current circumstances.
Demographics
Behavior
Ideal Vehicle
Versatile, eco-friendly vehicle
50-70 hour/week desk job
Strive to be physically active and are frequent consumers of news
Male & Females (28-35)
Practical for urban environment and the outdoors
year-old urban dwellers that are the seeking to escape the city but are restrained by their current circumstances.
Dave:
26 year-old white male
Works 60 hr. a week job
Accountant
Makes $40,000/year
Single
Wants to escape his desk job to go on those outdoor adventures that he day-dreams about while working.
Seeks a versatile vehicle that is practical for the modern, urban environment as well as the occasional camping trip.

12. “The Toyota CH-R is the key to unlocking your inner explorer.”
Target Audience #1
Key Messages
“The Toyota CH-R is the key to unlocking your inner explorer.”

13. Target Audience #1 Strategy
Our agency will partner with an admired influencer and leverage local and national media outlets to brand the Toyota CH-R as the “escape vehicle” from the demands of urban life.

14. Target Audiences Target Audience #1
Tactics
#WorkIsABear Campaign

15. #WorkIsABear Overvie w Social media competition
Promoted via Toyota’s owned social media channels
Also through partner “urban adventure” bloggers
Highlight the vehicle’s eco-friendly attributes and practical design
Weekend of April 22nd, Earth Day
Give them the choice of Yellowstone National Park, Mt. Rainier or Yosemite National Park

16. #WorkIsABear
Specifics

17. #WorkIsABear Media Outreach
EPK containing exclusive interview with Bear Grylls, FAQ sheet on CH-R and press release covering #WorkIsABear competition
Distributed to urban adventure bloggers and editors from top-tier, national “outdoors” magazines

18. Target Audience #2 “Yuppie 2.0” Demographics Behavior Ideal Vehicle
Urban (23-27) recent college graduates who have entered the workplace for the first time who are looking for renewed independence and a fresh new start with a new, innovative car.
Demographics
Behavior
Ideal Vehicle
Reduced Dimensions
Dependable for Urban Environment
Offers greatest value
Work-focused
Fondly remember days of being carefree and independent
Male & Females (23-27)
Juan
23-year-old recent graduate
Recently began working for a marketing agency and is focused on the upward advancement of his career
Fondly remembers his first car in high school and the feeling of liberation it provided him
Making $35,000 annually
Seeks a vehicle with high fuel economy, dependable, and offers the greatest value.

19. #WorkIsABear Target Audience #2
Key Messages
“The Toyota CH-R is your second first car.”

20. Target Audiences Target Audience #2
Strategy
Our agency will utilize existing Toyota VR simulation programs to provide riders with the nostalgia of their first car acquisition and brand the Toyota CH-R as their “second” first vehicle.

21. Target Audience #2 Target Audiences
Tactics
The CH-”VR” Time Machine
We’re going to market to our target audeince’s nostalgia by providing them with an experiential blast from the past

22. The “CH-VR” Overview Leverage existing partnership with Samsung
Riders will wear 2017 Samsung Gear VR headset in CH-R vehicle
“CH-VR Timemachine” to appear in yuppie-friendly New York City locations
Williamsburgh, Upper East Side, Park Slope, Tribeca and Greenwich Village
During week of Monday, March 24, Toyota’s 51st Anniversary
Provide riders with upcoming 2017 Samsung Gear VR headset inside CH-R vehicle

23. The “CH-VR” The Experience
VR simulation of riding with Nsync’s Justin Timberlake
Inside 2006 Toyota Corolla
Shift to modern day Justin Timberlake
Inside 2017 Toyota CH-R

24. “CH-VR” The “CH-VR” Summary
Highlight compact, urban-friendly features of vehicle
Highlight rich history of Toyota while promoting the new CH-R model
Market to target audience’s nostalgia
Brand vehicle as second, first car

25. “CH-VR” The “CH-VR” Media Outreach Pitch to:
Automotive bloggers who frequently cover in-car tech.
Automotive editors from print publications in ADI top-10 media markets
Included press materials:
Press release covering the “CH-VR Timemachine” campaign
Fact sheet highlighting Toyota CH-R
B-Roll footage highlighting the “CH-VR Timemachine” campaign

26. Target Audience #3 The Affluent Trendsetter Demographics Behavior
Female, urban undergraduate college students (18-22) who are affluent, influencers in their friend circles and have high purchasing power.
Demographics
Behavior
Ideal Vehicle
Trendsetters
Tech-savvy
Innovative
Provides high social status
Females (18-22)
Adopts latest, “hottest” new products
Possesses large social media following

27. Target Audiences
Key Messages
“The Toyota CH-R is the ideal vehicle for the modern, young trendsetter.”

28. Target Audiences Strategy
Our agency will promote the CH-R via experiential methods, providing the trendsetting college student with unique ridesharing opportunities.

29. UberModel Target Audiences Tactics
-want to brand the CHR as a trending product and provid USC undergraduate female students an opportunity to experience CHR with a model

30. UberModel Overview Promoted via Uber App 4 LA-based male models
In passenger seat of Toyota CH-R vehicles
Driven around USC Expo Park Campus
Take place during LA Fashion Week 2017
Provide the riders with ability to use in-car tech
====In our survey, one key vehicle attribute that millennials care about is tech----so we will have models provide…..
and introduce the car as a trending product,

31. UberModel
In-App View
Here is an example of what the uber app will look like. It is taken from uber kitten campaign last year
When someone open the Uber app around usc area, the icon will pop up. Then you can request a model to pick you up.

32. UberModel
Snapchat
Pay for Snapchat geotag filter covering USC Expo Park campus
Have riders take photographs/videos with models and add to UberModel Snapchat story
Take a sefie/ video with the model

33. UberModel “CH-VR” Media Outreach Included press materials:
B-Roll footage highlighting the “UberModel” campaign with reactions from participants
Also with selected UberModel Snapchat story additions
Included features of the four models
Pitch press materials to influential, national fashion/lifestyle bloggers
======We choose these fashion bloggers cuz our target audiences are heavy readers of them

34. Evaluation
Abram Hodgens, Adin Taylor, Giorgio Gomez, Chase Parker

35. Evaluation #WorkIsABear
#WorkIsABear Elements
Success Metrics
#WorkIsABear tweet entries
450 twitter entries
Total #WorkIsABear social media mentions
100,000 social media mentions
“Urban adventure” bloggers media outreach
100 earned media mentions
“Outdoors” magazine media outreach
3 earned media features*
TOTAL TARGET IMPRESSIONS
100,553
Abram Hodgens, Adin Taylor, Giorgio Gomez, Chase Parker
* Feature = full-page piece covering the #WorkIsABear campaign, the Toyota CH-R and w/ Bear Grylls interview

36. Evaluation The “CH-VR Time Machine”
The “CH-VR” Elements
Success Metrics
“CH-VR” Riders
35 riders in total
Automotive blogger media outreach
150 earned media mentions
ADI top 10 newspaper media outreach
3 earned media placements*
TOTAL TARGET IMPRESSIONS
188
Abram Hodgens, Adin Taylor, Giorgio Gomez, Chase Parker
* Placement = full article covering the “CH-VR” campaign, the Toyota CH-R and its practical, urban design

37. Evaluation UberModel UberModel Elements Success Metrics
Total UberModel Riders
60 UberModel riders
UberModel Snapchat Story
45 in-car Snapchat story additions
Fashion/Lifestyle blogger outreach
300 earned media placements*
Total blogger outreach
1,000 earned media mentions
TOTAL TARGET IMPRESSIONS
102,200
We are lookin at (the right)....
Total target impressions we are looking for one hundred thousand
The 60 number, we benchmark Uber kitten campiah. It has one hundred uber riders
* Placement = full blog post covering the UberModel campaign, the Toyota CH-R and the vehicles’ innovative in-car tech features

38. Budget Campaign Elements Cost Urban Adventure blogger sponsored posts
$1,000
#WorkIsABear travel expenses
$3,000
“CH-VR Time Machine” Production
$35,000
Permit from city of New York
$80,000
LA Model Partnership
$100,000
Uber Partnership
Snapchat Geotag Filter
$50,000
B-Roll Footage Compilation
$40,000
Research Costs
TOTAL COST
$459,000*
*Celebrity partnerships will be billed separately

39. Thank You!