Toyota Motor Corp. announced it outsold Volkswagen AG for the fourth straight month in October to remain the world’s top-selling automaker so far this year.
Toyota said in Tokyo its sales shot after the German carmaker suffered following the diesel emissions scandal.
It said its group vehicle sales totaled 8.35 million in the January-October period, more than the 8.26 million vehicles delivered by Volkswagen during the same period.
Toyota has continuously out sold Volkswagen on a year-to-date basis since July.
Earlier this month, Volkswagen said its Volkswagen brand sales fell 5.3 per cent year-on-year in October.
This was the first full month after Europe’s biggest automaker admitted that it cheated diesel emissions tests in some of its cars sold in the U.S., since 2009. Group sales at the Japanese automaker in the year through October eased 1.2 per cent from the previous year, while Volkswagen group sales for same period eased 1.7 per cent on the year.
Toyota launched the Aygo in South Africa about 4 years ago to appeal to the younger, first-time buyer living in a household with monthly income exceeding R30 000. Toyota hired FCB Johannesburg to re-enact a communicating advertisement for the brand tagged ‘Make Your Mark’.
The advert is an entertaining 60-second spot that drives the extensive print, press, out-of-house and digital elements making up the rest of the campaign that aired earlier last month.
Shot by Your Girlfriend over two days in a very cosmopolitan area of urban Johannesburg to complement the new bold styling of the Aygo, ‘Make Your Mark’ is a riff on the successful ‘boy needs car to be cool’ execution but is so fresh and sleek that it creates that inner smile South Africans have become accustomed to feeling whenever they watch a Toyota ad.
The team used the print, press, out-of-house elements of the campaign to emphasise the new styling of the X-shaped grill along with the price of R138 900 (at time of release). Digital played a major role launching the campaign – there were carousel ads on Facebook – and will continue to do so for the duration. There’ll be Aygo trick videos and instagram puzzles, all developed to boost interaction with the brand and encourage test drives.
Watch Ad here:
Credits: Reuters, FCB Jo’burg
AGENCY: FCB JOHANNESBURG
CHIEF CREATIVE DIRECTOR: Brett Morris.
CREATIVE DIRECTOR: Tian van den Heever.
ART DIRECTOR: Alex Christodoulou COPYWRITER: Gila Shapiro.
Compiled and edited by: Jimmyadesanya (Facebook.com/LinkedIn)
Posted by: thebrandradioblog