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Increasing footfall for Toyota Body & Paint workshops across Europe
Challenge
Toyota, like many motor manufacturers, can find it difficult to attract customers back to their own Body & Paint workshops as they tend to get directed to independent repairers by their insurance companies. Our challenge was to produce and deliver an integrated Europe-wide communications strategy that would reach and convince Toyota customers and their insurance companies that, following an accident, Toyota dealerships should be their destination of choice.
Solution
In-depth strategic planning sessions led to two propositions: ‘Like it never happened’ for customers, and ‘Together we can bring the customer back to happy’ for insurers. Our insight into and identification of key customer and insurer touchpoints helped us to create a highly impactful and flexible communications campaign to reach all of our target audiences effectively.
Our campaign included advertising, CRM programmes, point of sale collateral, digital marketing and a film to demonstrate the benefits of Toyota Genuine Parts fitted at a Toyota Body & Paint shop. Our dual strategy targeted both insurers and Toyota drivers.
Results
- Several countries across Toyota Europe are in the process of rolling out the Body & Paint campaign.
- Many Toyota dealerships are participating or planning to participate in the campaign.
What the client said
Since we’ve been working with Madhouse on our Body & Paint strategy, we’ve seen a significant increase in the number of customers using Toyota for repairs.