Toyota Corolla: Emotional Investment, Financial Return

In 2002, the ninth generation Toyota Corolla launched into a tough marketplace. Revenue generated surpassed the model's previous (1997) successful launch by £99m over the first two years. Advertising ROI was £4.58 for every extra £1 invested. A value product became a valued brand.- How - By identifying and targeting a new, more lucrative consumer segment. Creating a campaign 'A car to be proud of' that sold emotion, not features. Investing ingeniously in communications