Toyota is asking consumers to help it develop marketing campaigns earlier, following the launch of a campaign site for its Auris Hybrid model that asked the public to create the brief.
The car giant asked 48 members of the public, as well as select members of its own staff, to design a site for the Auris Hybrid, with the ideas then merged into one site by digital marketing agency Brandwidth.
The site, which features third-party reviews and will eventually include comparisons with other car marques, is part of a customer-focus development strategy being undertaken by Toyota.
Sara Lawler, head of digital at Toyota GB, said, "We take consumer feedback on board normally, but its usually retrospective involvement and certainly not at the ideas stage. It's something we'd like to apply to other cars as it has made the build process quicker and easier."
She added Toyota is considering when it could launch similar online communities to those from New Look and Unilever, which encourage members to aid marketing and product development respectively.
"It's something we've been talking about and we see it as an opportunity to get early feedback," said Lawler.
In February, marketing agency Face, ad agency Farm, media agency Opticomm, social media agency Thrudigital and brand design agency Touch of Mojo partnered to launch the Co-Creation Hub, to implement the take-up of community into all stages of marketing planning.
Source: http://www.nma.co.uk/news/toyota-turns-to-consumers-to-build-auris-campaign-site/3015593.article
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