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PROBLEM
The coronavirus (COVID-19) pandemic caused a decline in Toyota's sales, so the company advertised its monthly instalment payment plans to entice people to test-drive its new vehicles.
challenges & objectives
UMW Toyota collaborated with Facebook Marketing Partner Dezino to promote their monthly instalment plan, which enables clients to purchase a vehicle by making a payment each month. The team created a number of mobile-specific materials to entice users to schedule test drives and buy the Toyota model of their choosing.
The creative production was overseen by the team at Dezino. The team created images and movies in a range of aspect ratios appropriate for internet platforms, modified from Toyota's existing library of creative. The animated, 15-second animations served as a better way to explain the EZ Beli instalment plan and the variety of Toyota vehicles that clients could test drive.
The campaign targeted car-interested Malaysians between the ages of 18 and 55 with photo and video advertisements, including in-stream ads, on Facebook, Instagram, and Audience Network. UMW Toyota conducted Facebook brand lift and conversion lift tests to measure brand affinity and additional test-drive registrations in order to evaluate the effectiveness of its marketing campaign.
The Japanese automaker increased unaided ad recall by 8.8 points after collaborating with Dezino Marketing Media Agency on mobile-optimised creatives to promote its car financing plan in Malaysia.
solution / how we helped
Dezino helped UMW Toyota create photo and video ads on Facebook & Instagram (using tools like Shuttlerock) and showing those ads to the right target audiences as per Dezino's research. By doing this UMW Toyota was able to promote its products like the Vios and Yaris and increase its sales compared to the prior months during the pandemic.
SERVICES WE IMPLEMENTED
Graphic Design
Facebook & Instagram Ads
RESULTS AFTER DEZINO
UMW Toyota successfully promoted its monthly financing plan and compelled customers to schedule a test drive by working with Dezino. The following outcomes were observed by the car manufacturer between June 23 and July 20, 2021:
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Increase of 8.8 points in unassisted ad recall
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Increase of 5.4 points in buying intent
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Increase of 8.8 points in conventional brand awareness
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Lift in conversions of 1.9X
Dezino provided us with a full-funnel solution with Facebook & Instagram Ads, enabling us to find the right target audiences who demonstrated an interest in purchasing a vehicle. The positive outcomes of this campaign show that our efforts have brought measurable results. We see them as one of our digital business partners in providing key consumer insights to help devise and build our future campaign.
Mohd Shamsor Mohd Zain
Director of Marketing Group & Information Technology Services Division, UMW Toyota Motor
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