Getting Irreverent = Getting Relevant: The Toyota Yaris and Mad TV
Posted by iTVX Staff on 28th January 2006
This case study explores how Toyota integrated its Yaris model into television sketches to successfully reach its target market.
How you get into the minds of young adults and first-time car buyers and how you get into the Playboy Mansion may seem to be completely unrelated. For the Toyota Yaris, the connection made sense when
it was made by the ensemble comedians of Mad TV.The trip to the Playboy mansion started months before the launch of the new Toyota vehicle. The Toyota Yaris line of cars includes both a liftback and a sedan – the sedan also is available in a sport version. MSRP starts at $10,650. Online you’ll find this description, “Ever wondered why great design has to cost an arm and a leg?… the car you can afford to drive is finally the car you actually want to drive.” The vehicle is targeted at first time car buyers and 18-34 year olds who want a car that is more than just a way to get to the grocery store. Sphere: Related Content
Tags: Branded Entertainment and Product Placement News, Product Placement and Industry Research
Posted in Branded Entertainment and Product Placement News, Product Placement and Industry Research | No Comments »