Toyota launches digital teaser campaign for its latest sports car

By Sarah Shearman, marketingmagazine.co.uk, Friday, 25 May 2012 11:42AM

Toyota is supporting the launch of its GT86 sports car with a competition to win a test drive of the new model at Goodwood Festival of Speed, before its release this summer.

The car maker is running a series of digital ads, created by Glue Isobar, which direct viewers to a realdeal86 website, where they can watch a video of the car in action and enter a competition to win one of 86 exclusive test drives.

The teaser campaign comes ahead of the vehicle's summer launch, with the strategy behind the campaign to promote how it is fun to drive, by focusing on the driver, rather than the car.

Toyota is planning to bring its UK marketing into line with its 'Always a Better Way' global corporate vision, as it seeks to move on from its 2010 vehicle-recall crisis.

Follow Sarah Shearman on Twitter @Shearmans


This article was first published on marketingmagazine.co.uk

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