Toyota has launched a TV advertising campaign geared at very specific prospective customers rather than a general national TV campaign to sell the Prius Prime plug-in hybrid.
That market niche equates to “tech-savvy, knowledge-hungry drivers ages 18-49 with household incomes of $75,000 or more and who tend to be environmentally conscious but also economical,” said Automotive News yesterday.
To reach that type of consumer, Toyota is tapping into what’s been labeled in marketing as “addressable” TV ads. That tactic allows marketers to target consumers by household characteristics. Overall, it remains a small but growing part of TV buys for marketers.
The Prius Prime campaign will be one of Toyota’s largest addressable TV buys ever, the industry news outlet reported.
Targeting the addressable TV ads to households with car leases set to expire has made this marketing method more appealing for Toyota. Reaching tech-savvy buyers is another tactic Toyota is counting on.
Lisa McQueen, media manager for Toyota Motor Sales USA, said in a statement that the campaign will allow the automaker to target potential Prius Prime buyers who “see their vehicle as an extension of their consumption of advanced technology.”
“Addressable TV is an efficient way to reach those consumers while still taking advantage of the premium linear TV positioning to build awareness,” McQueen added.
The Prius Prime ad shows two men traveling through time in the new plug-in hybrid, with one of the men remaining skeptical about new inventions, including the wheel, electricity, and trains. In modern times, he’s finally won over, impressed by the touch screen dashboard.
Other automakers are tapping into addressable ads, including Hyundai using it for its new luxury Genesis brand. Geneses ads are being targeted to households with incomes of $100,000 or more.
The new Prius Prime campaign is attempting to change consumer perceptions of sacrifices they need to make when buying a Prius model. Automotive News recently reported that the Prime “is basically for buyers who want to dip their toes into the electric-car market but don’t want to take any chances with range anxiety or pay a premium they may not be able to recover in fuel savings.”
Toyota is also counting on offering consumer a more cost competitive plug-in hybrid with longer range than its previous version. The sticker price, with shipping is $27,965. Buyers are eligible for federal tax credits of up to $4,500. The Prius Prime has an electric-only range of 25 miles.
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