Case Study

September 27th, 2015

Can This Toyota Ad Be Saved?

Situation:

  • Toyota re-launched a Tundra ad in May 2010 that first aired in February 2009.
  • The ad had scored significantly below norm in 2009.

Results:

  • The ad featured a Tundra climbing in a hot desert — highlighting its cooling system.
  • 2009 Ace Scores revealed that consumers were more concerned about value than cooling systems.

Opportunity:

  • The focus on features (such as cooling system) could not compete with innovative programs from competitors such as Hyundai.
  • When the recession began to ease in 2010, Ace Scores revealed that the same ad tested above norm.

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