That well known jingle of Toyota of Escondido caught the attention of loyal listeners last October and November as the long-time radio advertiser turned to stations KyXy, KSCF, KGB, KSON, KPRI, XPRS, and a few radio stations in Temecula for a significant part of an ad campaign touting the launch of the 2012 Camrys. After enduring a challenging year due to lack of inventory as a result of the tsunami in Japan, it was important to every Toyota dealer to end the year with a strong finish.
The dealership has consistently used spot radio to grow their business in addition to utilizing personality endorsements on a variety of stations on an ongoing basis. In this campaign, Larson Advertising created the thirty-second spot designed to drive potential buyers to the store in partnership with Toyota Motors for the re-launch of the Camry. Mark Larson, owner of Larson Advertising, states "Radio played a key role in helping us create major excitement for the launch of our all new, fully re-invented 2012 Camry in October of last year." Listeners were invited to test drive the new model for the chance of winning a trip for two to Hawaii.
More than a thousand people entered the contest which means that same impressive number took the drive to the dealership and got behind the wheel of a new car. That translated into many sales of the 2012 Camry.
Toyota of Escondido credits the kick-off campaign for the increase in Camry sales and market share, and was extremely happy with the additional foot traffic into their showroom. "A combination of month-long creative radio, anchored by two weekends of live on-site radio events, created the energy and enthusiasm we had hoped for to bring a whole new vehicle to market very successfully. Local radio personality and longtime Toyota of Escondido spokesman Sam Bass awarded the grand prize to the lucky winner in an exciting and moving ceremony in early November at the dealership" according to Larson.
What’s more, the winner of the trip to Hawaii just happened to be a huge Toyota fans. She graciously gave the winning trip to her parents who had experienced a recent unpleasant vacation to Hawaii. No doubt they were singing that jingle throughout their lovely vacation! "We look forward to another opportunity to show the power of creative radio advertising to generate excitement, enthusiasm and sales!" says Larson.
Click to hear winning spot: Toyota of Escondido