Agency: 121 Creative Alexandria
Campaigns:
- Corolla & Prius-C range launch
- Toyota service flyers
- Vehicle signage campaign
- Toyota clearance event
- Sydney City Toyota in-house signage
Background:
Sydney City Toyota is the only factory owned Toyota dealership in New South Wales. They sell a large range of both new and used cars, and are the biggest hybrid car dealer in Australia. Sydney City Toyota is home to Australia’s biggest on-site service centre where they offer capped price servicing on all their models.
In 2013 Sydney City Toyota approached 121 Creative Alexandria to discuss a range of design and print needs including advertising their newest range of cars, raising brand awareness and promoting the on-site service centre.
Objectives:
Due to the significant scope of the projects laid out by Sydney City Toyota, the 121 Creative team at Alexandria had the exciting job of approaching the campaigns from a variety of angles. Sydney City Toyota’s objectives were:
- To advertise the range launch with promotional graphics that would appeal to a younger audience
- To promote the on-site service centre and encourage return business for the dealership
- To celebrate and promote Sydney City Toyota’s support of Auskick AFL
- To leverage the national clearance campaign to attract attention to the dealership
- To add value to customers visiting the dealership
To achieve these goals Sydney City Toyota worked closely with head designer Griet Coetzer and came up with a solid strategy for each individual objective. One challenge with the brief was to create materials which adhered to Toyota’s strict brand guidelines, while still incorporating the personality and philosophy of the individual centre.
Strategy & execution:
121 Creative worked with Sydney City Toyota to meet these goals in a variety of ways including:
New fleet launch
The team at 121 Alexandria designed and created massive, impactful windows signage, displayed specifically to capture the attention of passing traffic. A range of print advertisements was also designed to be strategically placed in sporting and student magazines, to attract the interest of a younger demographic, all while adhering to Toyota’s strict brand guidelines.
Service flyers
By incorporating the concept of a splash graphic, a range of A5 flyers was designed to showcase each model of car serviced by the service centre. The design incorporated different coloured graphics and splash direction to attract attention and highlight each of the different car models. The flyers were printed on recycled stock with soy-based inks to illustrate Sydney City Toyota’s commitment to the environment.
Vehicle signage
The 121 Creative team created a vehicle wrap designed with fun graphics for the Service Centre’s Parts Department and a skin to promote Sydney City Toyota’s support of Auskick AFL. Both were created with a younger market in mind, energetic graphics while adhering to the guidelines of the existing brand. The wraps were printed in vinyl and attached to the cars on-site.
Toyota clearance event
By incorporating changes to existing materials created to advertise Toyota’s National Clearance Event, the team was able to leverage national coverage to attract attention to Sydney City Toyota. Graphics were personalised, and a giveaway was included, helping to direct traffic to the local dealership.
In-house signage
Posters were designed and hung in select locations around the dealership to add value to customers. Some posters promoted free WiFi available to all Sydney City Toyota customers, while others featured a QR code which would direct the customer’s device to a webpage where they could get more information about Sydney City Toyota’s range of cars, eliminating the need for paper brochures, and reducing paper waste and therefore illustrating Sydney City Toyota’s commitment to the environment.
Results:
The overhaul of materials across all aspects of the Sydney City Toyota business was a great success, and particularly successful in appealing to the younger audience that the company was hoping to attract. 121 Creative Alexandria met each individual challenge with enthusiasm and the results were very well received by the Sydney City Toyota management and staff. The success of each individual campaign led to a strong relationship being formed between 121 Creative Alexandria and Sydney City Toyota. We expect that relationship to continue well into the future.
