SYDNEY: Toyota is ditching TV advertising in favour of a low-budget multi-channel marketing strategy to launch its new Rukus model in Australia, AdNews magazine revealed today.
The activity, created by Oddfellows, will roll out this month across print, outdoor and online.
The car manufacturer is aiming to shift 150-200 models a month among young, urban dwellers.
The "Don't blend in" push will deliberately position the Rukus as niche, in an attempt to distance the car's brand image from Toyota's "mass-market” established mass-market credentials.
"Rukus is anything but a standard car - and that's exactly why we're introducing it to the Australian market. It is not a mass-market car: it's an acquired taste," Toyota marketing manager Scott Thompson said.
Instead of using mainstream television, which is Toyota's usual modus operandi, the company will deploy ads in street titles such as 3D World, in addition to outdoor activity.
To find out more about Toyota, read today's AdNews [18 June 2010, page 6]
See the "Don't blend in" campaign.
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