|
Advertising and Marketing
New wine in old bottles: Toyota Corolla's launch campaignPosted by Jeremy Goldkorn, March 4, 2004 10:32 PM
Japanese auto giant Toyota recently launched its 9th model Corolla in China. Corolla is a worldwide car brand, but still new to most Chinese consumers. The whole launch campaign is just like a new wine in an old bottle: a new product packaged in a really tired way. At least three new foreign car models launched in China this month, including Volkswagen's Touareg SUV and their Santana 3000. Needing to attract attention amidst all the auto marketing noise, Toyota went nuts on media placement. No matter what time you are watching TV these days, you will be attacked by Corolla's advertising, which is mediocre in both concept and execution. Some samples from their print and online campaigns:
The slogan for this campaign is "The heartbeat moment of the world". A clear but unimaginative creative concept is used in all the advertising. The new Corolla drives around many famous cities of the world: New York, Sydney, Paris; the last stop is Shanghai or Beijing. The jingle accompanying the TV commercial is called "Worldwide love", a Chinese version of an old English song, performed by famous singer Taiwanese singer Zhou Huajian. TV commercial frames:
The Toyota Corolla website for China is here. - Ben Marcom |
Partner Links
Jobs in China
Recent Comments
affordabe on
Blogspot unblocked, but Blogger is blocked
Adam J. Sc on
Snow in Beijing
Peter Kauf on
Bound feet in China
China Media Timeline
Major media events over the last three decades
Danwei Model Workers
![]() Recommended blogs and new media
Books on China
Xujun Eberlein's Apologies Forthcoming: Hong Kong's Blacksmith Books has published a short story collection by Xujun Eberlein.
Princess Der Ling: Two Years in the Forbidden City: Two years in the Forbidden City is largely a reminiscence of the minutiae of life for one of history's most powerful women, by one of her court attendants, a Manchu noble's daughter by the name of Der Ling.
Carl Crow's The Long Road Back to China: In 1939 Carl Crow - an American journalist, advertising executive and author who had lived in Shanghai for 25 years until forced out by the Japanese - travelled up the Burma Road from Rangoon to Chongqing on assignment for Liberty magazine - 'the most interesting assignment I have ever been given'.
Front Page of the Day
A different newspaper every weekday
From the Vault
Classic Danwei posts
+ The 'national' in National Day (2006.10): Xiao Feng writes about China's national flavor, national curse, national bird, national car, and so forth, Dongfang Yu writes on the true meaning of China's National Day in the age of angry youth. + Don't ask so laowai don't have to tell (2008.07): An essay was written by Geremie Barmé, scholar, filmmaker and author of the new book The Forbidden City. + Religion and government in an uneasy mix (2008.03): Phoenix Weekly (凤凰周刊) article from October, 2007, on government influence on religious practice in Tibet.
Danwei Archives
Danwei Feeds
Via Feedsky
or Feedburner |

















