TOYOTA SCHEDULES HIGH-IMPACT ADVERTISING LAUNCH FOR NEW C-HR CROSSOVER
C-HR’s New Year arrival supported by 360-degree campaign
There will be no missing Toyota’s new C-HR crossover in the New Year, its arrival supported by one of the biggest advertising campaigns the company has ever commissioned. Across TV, cinema, social media, “out of home” public space and display advertising, the radical new C-HR will make a high-impact debut worthy of its cutting edge design and mould-breaking dynamic performance.
A new TV advert will break on 2 January. C-HR is shown being driven through city streets, its head-turning looks reflected in the sunglasses of admiring young and style-conscious passers-by. The setting, tone and style of the ad are in tune with the younger market Toyota is targeting with its new model. The action is set to a soundtrack featuring the Glass Animals’ track Toes.
A full, 60-second version of the advert will gain huge exposure when screened during the debut of the The Voice on ITV on 7 January, with an expected audience of around 7.5 million people.
This edit will also be used to reveal C-HR to cinema audiences, from 27 January. It will occupy the prime slot immediately before the start of screenings of the highly anticipated Danny Boyle feature T2:Trainspotting, a sequel to his 1996 hit movie, This is expected to deliver a reach of more than 2.3 million people over a five-week period.
The “out-of-home” campaign will include major “out of home” installations (ranging from six to 96 sheets in size) at prime retail and transport locations among more than 1,800 digital and static sites nationwide. Social media activity will continue throughout the first quarter of the year to engage people with a wide variety of content, building awareness of C-HR and interest in test drive opportunities. In terms of display advertising, C-HR will feature in high-impact formats, including online home page “take-overs” on leading national websites.
Andrew Culllis, Toyota GB Marketing Director, said: “C-HR is an important vehicle, not just in taking Toyota into the crucial compact crossover market, but also in attracting new customers to the brand.
“We are making a major investment in a multi-channel campaign that echoes C-HR’s contemporary style and intriguing qualities that will resonate with younger, discerning customers.”