The Background

 

As Rain became the Agency of Record for the Ontario Toyota Dealers Association (OTDA), the ways in which automotive consumers started to research, shortlist and even purchase vehicles was drastically changing. To meet new and emerging realities, Rain customized a unique team of automotive retail experts to devise a new approach to their advertising. This would involve new ways to reach and engage with a new generation of customers – far beyond typical retail promotions that characterize the automotive space.

The Goals

 

At this point in time, the data indicated that there were approximately 150,000 buyers in the market at any given time. Of those buyers, 90,000 will consider a Toyota on their shortlist, but only 15,000 will buy. This data made the challenge quite clear: While brand advertising would work to get more of the 150,000 to put Toyota on their shortlist, we needed to relentlessly pursue the 75,000 that considered a Toyota – but didn’t buy.

The Insights

 

We knew that these 150,000 buyers were spending more time in the research phase of the buying cycle than ever before, with the vast majority of it being done online. But what they were looking for was also shifting. A new generation of buyers were entering the playing field who were less brand loyal, less concerned with “gear head” features, and ultimately looking for two things – does it fit my budget, and does it fit my lifestyle?

The Solutions

 

We needed a 360 approach – in addition to running the monthly program, which saw us produce over 400 assets per month – to prove to consumers that Toyota dealers are real experts, who can help real people find the best vehicle for their lifestyle, at a great price. Before you buy, as you buy, and after you buy.

 

To increase awareness, positive sentiment, and set the value narrative, we implemented a unique four-pillar go-to-market approach across all regions.

1.  Prove Value.

 

Create a halo mass campaign that reinforced value to keep Toyota on a consumer’s shortlist – including a modular portion to house any program offer.

2.  Drive Likeability.

 

Develop PR-worthy experiences to demonstrate OTDA’s commitment to Ontarians, and neutralize negative perceptions around “car dealers”.

3.  Increase Relevance.

 

Activate innovative digital prospecting to reach intenders with highly relevant content depending on demographic, interests, region, and stage in the path to purchase. This included modular offers, retargeting content, 360° video and car walk-around content development, and a custom tool called TMATCH – a dynamic diagnostic tool that matched a user to the perfect Toyota for their lifestyle.

4.  Nurture Converts.

 

Show customers via a human and authentic parts & service strategy, that OTDA value extends far beyond the purchase of your vehicle.

The Results

 

Following the launch of this four-pillar strategy, the Ontario region consistently exceeded sales objectives for three years. In fact, sales in Ontario grew from 55,000 cars per year in Year 1 to over 70,000 by Year 3, outpacing all other Toyota regions by a significant margin. This upward trajectory remained consistent until the formation of the National Toyota Dealer’s Association in 2019.

 

 

MORE WORK