The central focus of the Toyota Matrix campaign is to create an interest for the car among the U.S. gay and lesbian population and to generate traffic to the car dealerships. The campaign is targeted towards gays and lesbians ages 18 to 34, who are interesting in stylish and appealing products that allow them to express their individualities. This market likes to participate in current trends and to keep up with innovations. We will focus on the idea that they want to express themselves freely without inhibitions.
The creative strategy for the Toyota Matrix appeals directly to the U.S. gay and lesbian market. The strategy focuses on communicating that the Matrix is the best choice for our target market in terms of benefits. Our big idea is for them to "Express Themselves Freely". We aim to convince them that the Toyota Matrix will allow them to accomplish this because the car offers them different options and styles to fit their own tastes and needs.
[...] This target market enjoys art and culture and has a particular sense for literature and films. Current fashions are of importance and them, and they enjoy being trendsetters. They like to buy products that express who they are. New kinds of technologies and media, such as the Internet, appeal to them. OBJECTIVES The following are recommended objectives to be achieved within the first year. Marketing Objectives: ➢ To generate brand support for the Toyota Matrix with a 30% increase in sales in the gay and lesbian market. [...]
[...] Traveling Lavender Matrix: A Matrix will be painted lavender, which is a symbolic color for gays and lesbians. The Matrix name, Toyota emblem and the “Express Yourself Freely” slogan. The car will travel to major U.S. cities throughout the whole year. Objective: To increase awareness of the Matrix by 40% with the gay and lesbian market Internet banners: The Matrix will advertise on websites that are targeted towards gays and lesbians. The ads will have a picture of the Matrix, the Toyota emblem, and the campaign slogan. Objective: To increase consciousness among gay and lesbian internet users. [...]
[...] Newer models coming on the market include the Pontiac Vibe, the Toyota Matrix, the Chrysler Pacifica, Infiniti FX45, and the Cadillac SRX. However, there is an economic danger of the CUV segment: combining elements from several different car and truck models requires a manufacturing flexibility that the U.S. auto industry may not yet possess. With new car models taking 2-to-3 years to develop and an average of $500 million to launch, there is a major risk of neglecting the mid-range car segment, which has been traditionally profitable. [...]
[...] For the IMC strategy and the media tactics, we are going to bring several modifications. • Advertising: TV: Indeed, even if the political and social environment is not supporting the gay and lesbian population, we will air our 30-second commercials on TV. Indeed, we think that our TV spot is open enough not to shock the Brazilian straight or religious population. We will try to air that commercial with the same frequency as in the U.S. Print: Advertisements in the main gay and lesbian magazine “Sui Generis”, in which is the circulation level of Vogue in Brazil. [...]
[...] The Matrix gives them self- direction and enjoyment. The brand character is versatile, exuberant and unique. Rationale: Research has shown that gays and lesbians like to buy products that reflect their personalities. The Matrix will offer them an original selection that can be tailored to their preferences. B. To gays and lesbians who want a quality vehicle that will not break their bank, the Toyota Matrix is the brand of Cross-Over Utility Vehicle that is affordable and leaves them money for other needs and wants. [...]
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