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Toyota Uses Olympic Ads to Seek Redemption The New York Times Media/Advertising

Toyota Uses Olympic Ads to Seek Redemption The New York Times Media/Advertising by Stuart Elliott Published February 17, 2010. By: Amie Tejedas, Megan McElheran & Heather Chandler. Article Summary .

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Toyota Uses Olympic Ads to Seek Redemption The New York Times Media/Advertising

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  1. Toyota Uses Olympic Ads to Seek Redemption The New York Times Media/Advertising by Stuart Elliott Published February 17, 2010 By: Amie Tejedas, Megan McElheran & Heather Chandler

  2. Article Summary • Using the Olympics to rebuild their credibility after recalling over 8 million vehicles worldwide • Recently Toyota has apologized and given steps towards how they plan to regain their previous image stating : • “Recently, our company hasn’t been living up to the standards that you’ve come to expect from us or that we expect from ourselves,” an announcer intoned during the apology, going on to describe steps that were intended “to restore your faith in our company” • Toyota has launched new campaigns to help to redeem themselves after the negative publicity • Sienna Family commercials • Restore commercials (Ran during the Opening Ceremony of the Olympics) • Print Ads

  3. New Campaigns • Sienna Family commercials and Web videos • Humor Appeal • Restore commercial • Emotional appeal for the company • Showing they care for their customers • Open letter campaign • Ran in major publications in the United States • Generate emotional appeal from consumers • Social media • Twitter • Facebook • YouTube

  4. Positive Response • Consumers had a some positive responses to the humorous and emotional Toyota campaigns • After the commercials 39% of customers who questioned Toyotas loyalty fell to 36% • People who thought it was a great time to buy Toyota rose from 22% to 25% • Most loyal consumers are not fleeing from the company many still have faith

  5. Negative Response • While there were positive responses Toyota’s recall issue is still occurring • Brand index scored them 28.8 in January and -51.6 now • -By comparison the second lowest brand is Hummer with a -8.6 • More than 300 Toyota dealers are going to have to introduce the Restore campaign to help to stimulate spring sales and are considering measures such as new discounts and longer warranties

  6. Relation to Class • Use of Emotional and Humorous Campaigns • Social media to interact with consumers • Publicity and Public Relations (positive and negative)

  7. Sources http://www.nytimes.com/2010/02/18/business/media/18adco.html http://www.youtube.com/user/Sienna?v=0A1n18oL5QA&feature=pyv&ad=4448050334&kw=sienna#p/u/0/Ra4JPZz3_Vo http://pressroom.toyota.com/pr/tms/default.aspx http://www.youtube.com/watch?v=vD2dwz4GcfE

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