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Hatchback sets new record
The Toyota Yaris hatchback clocked 2 232 sales in its introductory month (November), shattering all previous sales records for a new vehicle launch in South Africa. FCB Johannesburg introduced the car to the local market using a full spectrum of media, including TV, print, radio, cinema, outdoor and below-the-line elements.
Michael Di Terlizzi, Account Director at FCB Johannesburg, says: "The car's positioning as vehicle of choice for dynamic, upwardly mobile yet fun-loving South Africans clearly is spot-on.
"We intended the campaign to communicate the brand positioning in the way consumers have come to expect from Toyota - with warmth, humour and charm. It's most gratifying that our strategy is not only working but also contributing to the most outstanding vehicle launch in SA motoring history."
