“Epic” reliability of new 2012 Yaris Hatchback celebrated in major Canada-wide ad campaign; commercials shot in Quebec where Yaris is particularly popular
2012 model has a sportier exterior, redesigned cabin and more cargo space, while still delivering great fuel efficiency and plenty of power for fun driving
(TORONTO) – Toyota Canada has launched a huge fall advertising campaign to send the message to urban and suburban drivers in Canada that the 2012 Yaris Hatchback is a vehicle they can truly count on.
The campaign is built around the notion that Yaris drivers depend on their vehicle’s “epic reliability” in allowing them to go about their day-to-day lives without any worries related to their vehicle.
“These drivers want more than reliability. They want epic reliability and we’re conveying how the Yaris delivers that,” said Stephen Beatty, Managing Director at Toyota Canada Inc. “Using a variety of channels, including a set of homegrown television commercials, the ads celebrate the lives of Yaris Hatchback drivers. We feature two busy urban people who can always be counted on and they can in turn rely on their vehicles. The commercials send a serious message about the Yaris’ epic reliability but we do it in typical Canadian fashion where the characters are likeable and do not take themselves too seriously.”
With its unique combination of European styling and practicality, the Yaris is especially popular in Quebec, where about half of the 84,000 sold in Canada to date have been purchased. To honour the special role Quebec drivers have played in the vehicle’s success, the TV spots were shot in Montreal, using a director, production company and talent all from Quebec. While the ads embody an authentic and entertaining Quebec perspective on driving, they are designed to resonate with all Yaris drivers across Canada.
In addition to the television commercials, there are print, online, social media, cinema and other elements in this comprehensive campaign, including a special cross-promotion in Quebec. Beginning October 24 and running for four weeks, viewers can participate in a fun and interactive contest with Quebec’s newest specialty channels launching this fall. TVA Sports and MLLE viewers will compete in a friendly challenge where one fan will be the lucky winner of a Yaris Hatchback and a weekend road trip.
Social media channels will also be used to engage with Canadian drivers. This is a four-phase strategy to support the Camry and Prius v, as well as Yaris Hatchback. The first phase, which began in early October, gave followers the opportunity to share their Toyota stories and engage in discussion through wall postings and tweets. Phase two began soon after with a new tab on Facebook for each of the three new models. Each tab offers up exclusive content and insider information on the launch campaigns.
The final phase rolls out in early November, when a tab will be added asking drivers which Toyota is right for them. Visitors will answer five questions as part of a light-hearted, interactive personality quiz. The results will then suggest the vehicle that’s best for their lives. Additional activities will support this phase, including weekly gas card draws.
In all aspects of the Yaris campaign, Canadians will see how the 2012 edition is the next-generation subcompact that’s ideal for driving the streets of Canada’s largest urban areas, with its impressive handling and cornering, including a 4.7-metre turning radius. Canadians will understand how Yaris is a typical Toyota, which specializes in making small cars that are known for quality, durability, safety and superior fuel efficiency.
The new 2012 Yaris is more spacious and has an edgier appearance compared to the 2011 edition. New styling includes a fresh exterior defined with sharper lines and a sleeker profile. Drivers will also find a fresh cabin design highlighted by an enhanced instrument cluster, chrome accents and many upgraded standard features. Plus, there’s increased cargo capacity, more front-row legroom and rear seat space, 60/40 split fold-down rear seats and an array of clever storage systems including new compartments for small objects and personal electronics.
The compact, 1.5-litre, four-cylinder engine is powerful, yet efficient, delivering up to 106 horsepower, with improved fuel efficiency and impressive emissions performance. Drivers will also discover that the extended wheelbase and lower overall height boost the vehicle’s agility and handling stability.
The 2012 Yaris Hatchback is being launched this month with three models. Each is available with a choice of five-speed manual or four-speed automatic transmission. Each has a suggested manufacturer’s retail price that’s lower than it was for 2011.
About Toyota Canada Inc.
Toyota Canada Inc. (TCI) is the exclusive Canadian distributor of Toyota, Lexus and Scion cars, SUVs and trucks. Toyota is the first full-line manufacturer to make all of the elements of the Star Safety System standard on every 2011 vehicle. The Star Safety System includes Vehicle Stability Control (VSC), Traction Control (TRAC), Anti-lock Brake System (ABS), Electronic Brake-force Distribution (EBD), Brake Assist (BA) and Smart Stop Technology (SST). TCI’s head office is in Toronto, with regional offices in Vancouver, Calgary, Montreal and Halifax and parts distribution centres in Toronto and Vancouver.