At Beijing International Automobile Exhibition this year, Toyota launched two extraordinary models, the C-HR?IZOA, both are based on the Toyota New Global Architecture (TNGA). In order to give Chinese consumers an in-depth understanding of the two new models, Beijing Dentsu tailored a series of promotional campaigns for them.
These two models have imaginative design and reformed TNGA structure, and its targets are the Post 85s and Post 90s. Aiming at the targets who are trendy and have the strong social expression desire, we launched a 48 hours multi-dimensional communication campaign to push the popularity of the two new models to unprecedented heights.
First of all, before the launch, we carried out in advance the topic discussions by chartered subway trains. On April 24, the day of the launch, through big data analysis and accurate targeting at the audiences, we delivered the campaign simultaneously in the target audience's Weibo and Wechat Moments: large sized ads on the Sina Weibo homepage and on card-type interactive advertising on Wechat Moments.
Secondly, we carried out focused exposure on Toutiao, Yidian Zixun, Netease News, Kugou Music and other information and entertainment APPs, Youku and other video platforms. These popular APPs and mainstream video sites have a strong influence for the target audience of the C-HR/ IZOA, the Post 85s and Post 90s generations. In addition, we launched large-sized advertising about Toyota Motor and TNGA (Toyota New Global Architecture) brand information on autohome.com and other traditional vertical car sites.
Moreover, we took advantages of the Labor's Day holiday after the launch of the C-HR / IZOA, continued to target at the media usage for the holidays, focused on young people's favorite video platforms and programs to develop an accurate communication plan.
During Children's Day, we took advantage of the insight that people are missing their childhood and have a longing for a free life, used the social platform to launch a "364 Days Adult and A Kid Today" activities which triggered hot discussions among netizens once again.
At present, these two models gained high popularity, and have more than ten million level of attention on the Internet. June has arrived and the two models will also be officially launched, let us look forward to the results of their sales.