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Hilux, truly rough, tough and independent throughout generations.

Get Serious, Get a Hilux…..

INTRODUCING THE DAWN OF THE NEW HILUX 

Hilux, truly rough, tough and independent throughout the generations. Toyota has done an exceptional job creating a vibrant brand image among consumers. Combining animals with hilarious humour always leaves viewers with a smile on their face after watching a Toyota advertisement. From the funny sheep shagger advert, to the famous “Buddy” dog campaign and now with the new Hilux the Tough, Tougher and Tougherer advert. One thing is for sure, Toyota truly understands their use of integrated brand promotion to create brand awareness amongst consumers .
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  •       PERSPECTIVE FROM A NEW GENERATION

Buddy the dog has really built a great character and connection with the brand Toyota. The relationship Toyota has created with its consumers using buddy is so remarkable that Toyota decided to create a next generation of Buddy. The dog associates a smile with every individual who drives a Toyota and uses humour to draw the consumer’s attention. The campaign about Buddy and the new generation advert was launched on the 17th of July and was a success since day one. Buddy narrates a slide show, explaining to his younger generation who each family is and what memory Toyota left with that family. The youngster is far more impressed by Toyota’s vehicles than anything else on the screen. The punch line of the advert convinces the consumer that Toyota is better than anything in this world.

  • TOUGH, TOUGHER, TOUGHERER

Toyota has done a fantastic job advertising the old model Hilux. When a person was asked what he/she associates a Hilux advert with, the very famous “Buddy” dog was described that  travelled with all smiles along with the very happy new Hilux owner. With the introduction of the new Toyota Hilux in 2016, Toyota developed a new advertising campaign to compliment the new model. The Tough, Tougher & Tougherer advertisement that is regularly aired during rugby matches and advertisement breaks has already been viewed by millions of South- Africans. By using a combination of childish and adult like humour, Toyota has certainly influenced their target audience by leaving them with a smile after watching the advert.

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Source: Bloggers picture
  • CONNECTING WITH THE TARGET MARKET

The attention to detail, passion for the brand and dedication to its campaigns makes Toyota and outstanding brand not only in South Africa but worldwide. The brand relies on word of mouth, television, radio, email, posters, social media and brochures to be their communicating channel between the brand and the consumer. This integrated brand promotion strategy which is used for every campaign indicates that Toyota is one of the brands with the best brand perspective. This selection of communication methods gives Toyota an exceptionally well competitive advantage because they made sure they reach every consumer targeted.

  • TOYOTA’S BRAND PERCEPTION INFLUENCES THEIR TOTAL SALES

Toyota is currently one of the best brands when it comes to brand perception. The reason for this is because a very solid brand image was developed in the minds of consumers from the start. Everyone knows that that a Toyota Hilux for instance is dependable, economic and certainly tough. This perception motivates Toyota customers to be extremely brand loyal. Resulting in repetitive sales from loyal customers and lifelong dedication to Toyota as brand.


Get Serious, Get a Hilux …


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