The presentation recommends ways to market the Toyota GT86 sports car to young men in today's digital world. It suggests sidetracking initial online searches for cars to video content about the GT86, retargeting those who visit automotive websites, using pre-roll ads, and giving away mobile games to generate interest in the vehicle and make the marketing experience worth sharing. The recommendation is inspired by how other brands like Infinity and Microsoft have successfully used digital channels like mobile websites and Xbox to promote their cars.

1. Context
This presentation was made for a job
interview.
It is the result of a few hours of work and
should not be taken as a final document
for a strategy.
I hope nevertheless that you will like it.
@olivierlegris

2. This morning is about
the Toyota GT86

4. Agenda/Drive Instruction
Direction Part Duration
The brief 6 slides
The context 10 slides
The problem 1 slide
The trends 6 slides
The audience 8 slides
The recommendations 1 slide

5. thebrief

6. The brief
How would you market
the new Toyota GT86
to a young, male audience
in today’s digital world?

7. How many planners to change a light bulb?

8. Let me rewrite the brief first
Let me rewrite the brief first

9. The brief
How would you market
the new Toyota GT86
to a young, male audience
in today’s digital world?

10. The current brief’s problem
How would you market
the new Toyota GT86 There is
to a young, male audience no problem...
in today’s digital world?

11. No problem is a problem (for me)
To come with a solution
I need a identified problem

12. thecontext

13. The industry is slowly recovering
-4 ,4% in new car registration in 2011
Last months are better
+7,9% in May boosted by a 14,3% in private demand
Source: SMMT.co.uk

14. We have a great product
“The best Toyota I've ever driven, and one of
the best driving sports cars of the last
decade”
TopGear – 9/10
“If you drive one, you'll want to own one.”
Evo – 5/5

15. But we’re working on a niche
44 389 new car registrations in 2011 (2,3%)
Source: SMMT.co.uk

16. Toyota is a small brand
Less than 5% of market share in the UK
Source: SMMT.co.uk

17. And German ones lead the race
2012 Yougov’s BrandIndex Top5
• Volkswagen
• Audi
• Mercedes
• Jaguar
• BMW

18. The good news
The most important factor in choosing a car
The price
Source: Google / Auto trader

19. The good news
The most important factor in choosing a car
The price
When measuring value, Toyota is number 3
Source: Google / Auto trader / Yougov

20. The car buying process
Needs stage Feature stage Price stage
4 to 6 months prior 2 to 4 months prior 1 month prior
Assessing wants and Needs have been assessed Models shortlisted, focus
desire Features grow in on price
importance
Purchase
Source: IAB UK / Time inc

21. We need to be identified
Needs stage Feature stage Price stage
4 to 6 months prior 2 to 4 months prior 1 month prior
Assessing wants and Needs have been assessed Models shortlisted, focus
desire Features grow in on price
importance
Purchase
We must appears here
Source: IAB UK / Time inc

22. To sum up
A “small” brand
But perceived as offering a great value
With a great product
That people tend not to think about when researching for
the car

23. theproblem

24. The problem
How to use digital channels
To reach young male
In order to be identified in the first stage of
the buying process

25. thetrends

26. Internet is the absolute channel
to research vehicles
Use of the web to research vehicles edged
upwards this year, reaching 94% overall
Source: Capgemini Cars Online 11/12 Study

27. Internet is the absolute channel
to research vehicles
Use of the web to research vehicles edged
upwards this year, reaching 94% overall
And it includes
growing reliance on social media for vehicle and
dealer information,
mobile web usage during the buying cycle and
post-sale
Source: Capgemini Cars Online 11/12 Study

28. Search engines are the starting lines
86% of car buyers start their research using
search engines
Source: Hugh Dickerson, Senior Industry Head of Automobile at Google

29. Source: Hugh Dickerson, Senior Industry Head of Automobile at Google

30. Recreational sites and classified
websites drive traffic
Pistonheads accounted for nearly a quarter
of the automotive category visits
eBay and Auto Trader were the 2nd and 3rd
most visited website
Top Gear sends 27% of its traffic to other
automotive site
Source: IAB UK / Hitwise 2008-2009

31. To sum up
Internet is the place to research vehicles
and search engines are the starting lines for it
Dealership is only the place to buy the car, no more to get
information
Recreational and classified websites drive traffic to the
whole category

32. theaudience

33. A young audience interested
Source: Microsoft Advertising UK

34. But a core audience to target:
the pre-family men
Have finished education but not yet started a family
2,7 million in the UK
Average of becoming a father: 32 years
Source: TGI GB Q3 2009 / Office national of statistics

35. An audience loving video
Online video
76% watch video at least once week
Catchup
71% of them keep up with their latest TV shows
with online video
Mobile
+35% of video consumption increase on mobile
device
Source: Microsoft Advertising UK

36. And video game
81% own a game console
55% use a games console weekly
14% playing every day
Source: Microsoft Advertising UK

37. The population with the higher ownership of
a smartphone
Source: Comscore State of Mobile 2012

38. To be reached from Sunday to Wednesday
Source: Microsoft Advertising UK

39. And during evenings
Source: Microsoft Advertising UK

40. To sum up
An audience to be reach on video and video games
No matter if it’s on computer or mobile
Preferably during the evening from Sunday to Wednesday

41. Therecommendation

42. Ignition!
Make him consider the Toyota GT86 by
Sidetracking his initial searches to a video
content

43. Ignition!
Make him consider the Toyota GT86 by
Sidetracking his initial searches to a video
content
Retargetting when he visits recreational and
classified sites

44. Ignition!
Make him consider the Toyota GT86 by
Sidetracking his initial searches to a video
content
Retargetting when he visits recreational and
classified sites
Taking advantage of pre roll ads

45. Ignition!
Make him consider the Toyota GT86 by
Sidetracking his initial searches to a video
content
Retargetting when he visits recreational and
classified sites
Taking advantage of pre roll ads
Giving him away his favourite (mobile) games

46. Ignition!
Make him consider the Toyota GT86 by
Sidetracking his initial searches to a video
content
Retargetting when he visits recreational and
classified sites
Taking advantage of pre roll ads
Giving him away his favourite (mobile) games
Turning the whole experience worth sharing

47. 2 interesting roads
Case Study Infinity and Microsoft using
mobile
web (MSN and Car Channel)
XboxLive

48. 2 interesting roads
Inital D :
a car race manga, an anime and video game
where the hero drives a Toyota AE86, the
model before the GT86

49. A slide to remember our journey

50. Our journey
Market + Product
Problem
Role of digital + Audience
Recommendation

51. Thankyou