Japanese auto giant Toyota recently launched its 9th model Corolla in China. Corolla is a worldwide car brand, but still new to most Chinese consumers.
The whole launch campaign is just like a new wine in an old bottle: a new product packaged in a really tired way.
At least three new foreign car models launched in China this month, including Volkswagen’s Touareg SUV and their Santana 3000. Needing to attract attention amidst all the auto marketing noise, Toyota went nuts on media placement. No matter what time you are watching TV these days, you will be attacked by Corolla’s advertising, which is mediocre in both concept and execution.
Some samples from their print and online campaigns:
The slogan for this campaign is “The heartbeat moment of the world”. A clear but unimaginative creative concept is used in all the advertising. The new Corolla drives around many famous cities of the world: New York, Sydney, Paris; the last stop is Shanghai or Beijing. The jingle accompanying the TV commercial is called “Worldwide love”, a Chinese version of an old English song, performed by famous singer Taiwanese singer Zhou Huajian.
TV commercial frames:
The Toyota Corolla website for China is here.
– Ben Marcom