Case studies

Automotive: Toyota

Description: The campaign which ran in our Asia editions had a quite different feel from the other activity around the world. In Asia the theme of the campaign was very much the environment and was built around a children’s picture competition. The winning entries to the competition were then made into a calendar. In the rest of the world car campaigns were carried in Europe, North and South America as well as Australia and New Zealand.

Target Market: In Asia a younger environmentally aware audience was used to great effect. In the other car campaigns Toyota cars aimed at a discerning market, who demand high quality and reliability when buying a new car.

Activities: The environmental campaign in Asia was a huge success and the winning pictures were turned into a calendar, which Reader’s Digest produced for Toyota. This booklet was then placed in Reader’s Digest magazines at the beginning of the year for distribution. Around the rest of the world a selection of cars was shown which reflected the great range Toyota has to offer.

Double page spread examples

Australia

Brazil

Russia

Swiss French

Single page spread examples

Finland

Portugal

Portugal

Portugal

US Hispanic