2015 Winners & Shortlists

Results and Effectiveness

By the end of the first week, 15 out of 30 cars were sold By the end of the 3rd week, Central Trade & Auto Co. ran out of stock Retail footfall increased by 60% A minimum of 80 call per day were received. People interacting and sharing their Corolla stories The number of fans on TOYOTA’s facebook page increased from 65,361 to 69,516 in the first week after the campaign was launched. People shared their stories through TOYOTA’s facebook page Now, an average of 40 Corollas are being sold every month

Creative Execution

A campaign that reaches a younger audience through mall activation, social & digital elements, and the older generation through print and outdoor advertising. The campaign emphasized on the heritage aspect of Corolla. Developing a content which establishes an emotional bond with consumers, building on the fact that Corolla has been part of almost every Jordanian’s life since its first arrival to the Jordanian market. By taking our audience in a trip through history, we revived the brand and instilled the All New Corolla’s positioning firmly in our consumers’ minds. Media Mix used: Print Press, Outdoors, Online, Social Media and Mall Activation formed the campaign’s media plan The ads were created from scratch with the same look, feel, and tone of voice for Corolla's golden age communication. The primary message of the campaign, “always the best”, spans 5 decades, and focuses on portraying each decade’s pop style.

Insights, Strategy and the Idea

Increase sales in passenger car market by 120%, Convey the Corolla’s elevated designs Change current perception of the Corolla and revive the old Corolla nameplate, Connect with younger generations Create a dynamic and desirable image for the all-new Corolla that will appeal to younger buyers. Following Toyota’s new global commitment to delivering exciting products that engage consumers in new ways. Jordanians are extremely proud and attached to their heritage and almost every family in Jordan owned a Corolla at a certain point in time. It’s part of every Jordanian’s Family Tree.By serially featuring the different generations, a fun and nostalgic campaign that takes viewers through a trip down memory lane focused on reaching the millennial generation while still appealing to the baby boomer audience that has made the brand popular through the years.