With the Singles Day shopping frenzy came to the end, Beijing Dentsu has helped FAW Toyota to achieve great results with the Singles Day promotion campaign. In just three days (November 11th-13th) promotion, the data from the five event platforms - autohome.com, Yiche.com, Tmall, Xiaomi and mall.yiqi.cn, shows that a total of 51,780 units of all kinds of FAW Toyota vehicles have been ordered, an average of 1 new order every 5.1 seconds. Even more surprising is that, in the two special vehicle websites - autohome.com and Yiche.com, FAW Toyota ranked No.1 in terms of both total orders and single model orders.
The key visual chose Zhao Youting, the brand spokesman of the new RAV4, which he could inject more vigor into the brand and cause better interaction with young consumers. During the event, all offline distributors worked together to promote the interactive game of "Shake and Buy Together with Mr. Right", issuing purchase coupons and flexibly using the cooperation platform to attract the participation of consumers. In addition, use the resource advantages of five online platforms' cooperation, including Autohome, Yiche, Tmall, Mi, and FAW Mall to attract more consumers to actively participate in the event. These initiatives fully combined the online with offline events, increasing distributors' participation and boosting the sales.
H5 page of FAW Toyota the Singles Day event
Unlike most car brands sales strategies that began their promotion in early November, FAW Toyota chose to hold the event from Nov. 11th to 13th. Although its event time is significantly shorter than other brands, in the three-day period, Beijing Dentsu and FAW Toyota's collaboration eventually created an online sales miracle in the Singles Day in the automotive industry.
This event not only attract more consumers to participate, but more importantly, it reached a new peak in the marketing in terms of creative expression, interaction effects, product linkage and so on. It allowed consumers to enjoy great discounts and feel the sincerity of the FAW Toyota while they purchased a car.
Poster of FAW Toyota the Singles Day event