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Hunting on the golf course
The July 2007 relaunch of the Toyota Highlander introduced a product more targeted to the new crossover segment:
affl uent boomers interested in a less truck-like experience and/or moving on from a minivan. Dentsu Canada's marketing
program had to recognize the lifestyle of the niche target and reach them where they live.
Goal
To launch the 2008 Highlander and Highlander
Hybrid as a crossover SUV, and reinforce Toyota’s
dominance in hybrid technology.
Target consumer
Adults 38 to 46, primarily men, successful and
confi dent. Their children are becoming more
independent, so they have more free time, and are
enjoying their new lifestyle.
Insights and strategy
The Toronto Dentsu team knew it needed to infi ltrate
the target’s daily lives, exploit their interests and
interact with them. So they targeted them through
their leisure, travel and commuter activities.
The plan
The team came up with the tagline “It’s good to
be here,” and ran a series of 15-second spots on
digital golf and resort television, airport, in-fl ight,
gas station and offi ce-tower elevator screens. The
spots also targeted weekday commuters in Go
Train and TTC screens in the GTA and weekend
cinema customers. This was supported with
specialty TV channel programming of interest to
the suburban family man. The online campaign
included placements in key content areas like golf,
weather, news and business. Magazine titles such
as Canadian Geographic, EnRoute, Golf Canada,
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Cottage Life/Mon Chalet and Canadian House &
Home were also used.
Results
The Highlander and Highlander Hybrid increased
sales by over 65% from 2006, while the rest of the
segment increased by just 13%.
Credits
Dentsu Canada: David Cairns, director
communications planning; Christine Wilson,
communications manager; Min Ryuck, interactive
communications manager; Thomas Flood,
account coordinator; Mark Russell, Ken Jackson,
Shane Walters, account management; Glen Hunt,
creative catalyst; Les Soos, CD; Michael Gramlow,
CD interactive; Amanda Loughran, producer
Toyota Canada: Warren Orton, marketing director;
Linas Balaissis, national marketing manager; Tom
Kuch, marketing manager