Bestdeal Toyota Sales Case Study

Client
Class Project – Media Management Course

Year
2024

Objective
The objective of this sales case study was to develop a comprehensive advertising strategy for Bestdeal Toyota amidst a product recall crisis. The strategy aimed to rebuild consumer trust, support community engagement, and ensure business continuity through creative radio advertising solutions tailored to their needs.

Concept & Inspiration
The campaign, titled "Bestdeal Takes Action," was inspired by the need to balance transparency, reassurance, and proactive communication in the wake of a challenging recall. The focus was on leveraging radio's unique ability to build trust through storytelling, local connection, and consistent messaging. This campaign sought to position Bestdeal Toyota as a customer-first dealership committed to safety and reliability.

Key Features of the Campaign

  • Core Messaging: Emphasized Bestdeal's extended service hours, free safety inspections, and commitment to customer well-being.

  • Creative Elements: Developed a compelling script for radio ads, blending emotional appeal and actionable information, including customer testimonials and a direct message from the dealership’s owner.

  • Interactive Engagement: Proposed a “Toyota Trivia Hour” on the morning drive show, where listeners could win prizes such as gift cards, car washes, and branded merchandise, fostering community involvement and goodwill.

Execution
The strategy included targeted ad placements during peak morning and evening commute hours to maximize reach and engagement. Radio messaging was complemented by a cashback marketing incentive, offering measurable ROI assurance to the client. Research on prior campaigns demonstrated radio’s effectiveness in boosting customer trust and driving tangible results, underscoring the medium’s relevance during crises.

Conclusion
This case study showcases my ability to develop strategic, multi-faceted advertising solutions tailored to client needs. By combining research, creativity, and practical implementation strategies, the "Bestdeal Takes Action" campaign effectively addressed the challenges of a recall crisis while reinforcing the brand’s commitment to its community. This project demonstrates my aptitude for creating impactful media strategies that drive results.