Toyota Corolla Limited Edition

Background

Toyota released only 300 Toyota Corolla Limited Edition vehicles in India. To promote awareness of the cars and encourage consumers to test drive and purchase them, the auto manufacturer launched a mobile advertising program that would engage consumers in  a rich, immersive mobile experience, including messaging, games, content downloads, ‘send to a friend’ viral mechanics, and find-a-dealer.

Objectives

• Target consumers who are often difficult to reach through channels

• Build awareness of Limited Edition Toyota Corollas

• Generate leads through voluntary subscriber-entered contact information
  

Solution

Toyota is the latest in a series of auto manufacturers to utilize the budding channel of mobile as a promotion tool. The end-to-end program, powered by Enpocket, ran in May and June 2007 on Airtel. It incorporated a number of post-click mobile ad mechanics, click to download content, locate a dealer and send to a friend. Additionally, the site generated leads by asking subscribers their mobile phone number, name and age in exchange for a free test drive at a local dealer.

Results

• 3.49 percent click through rate on top mobile media property
• 80,000 average daily impressions