FAW Toyota Cars Landing Jinan Experience Marketing

On May 31, 2012, FAW Toyota's "Carnival for Carnival" event was held in Jinan City, Shandong Province. Over 20,000 square meters of the South Gate of the Jinan Olympic Sports Center, the FAW Toyota's 13 models of the entire series arrived in the field, 9 years of accumulated after-sales service, derivative services, public welfare investment show, for thousands of participants brought numerous Joy adds a landscape to the spring of early summer.

Activity background:

"Carnival" is a folk carnival that originated in Europe and dates back to 1294 in Venice. After centuries of evolution, today's "Carnival" has become a public entertainment event that includes large-scale amusement facilities, supplemented by various forms of cultural and artistic activities. When the "Carnival" meets with "Love Drive", this is a grand event involving the car and exclusive of the driving experience. This kind of event is sweeping across the country.

"Car Rental" is FAW Toyota's brand-wide experience event initiated in 2011. It presents the entire fleet of cars, history of corporate development, after-sales services, derivative services and public welfare investment to the public in the form of an unprecedented car theme park. Other results.

New and fun car park

"It's just too much fun!" said one of the girls. "When I just drove up a 40-degree steep slope, my heart jumped out!" She was just at the Carnival. Adventureland test drive a Land Cruiser, through the seven loops, such as peaks and turns, round up, and over the mountains, thoroughly experienced the four-wheel drive off-road capability of this FAW Toyota Classic SUV.

"In the FAW Toyota dealership, almost every car has a test drive, but like the SUV model may have to experience under certain extreme conditions. Another example, FAW Toyota's leading second-hand car business, Solid after-sales service, public welfare activities, and many other aspects are usually displayed at the dealerships, but due to fragmentation, consumers are not likely to experience it. Therefore, we have planned a carnival and expect to experience product and business results through this platform. Together, it not only enriches the consumer experience, but also conveys our brand appeal and corporate philosophy,” said Ma Chunping, director of public relations at FAW Toyota.

Adhering to this aim, FAW Toyota carefully planned and creatively created a brand-new experience model of “Car Rental”. Here, both the mighty Land Cruiser, the crown of grace and atmosphere, and the trendy and dynamic Reiz changed their intrinsic role in daily life and became a big player in the amusement park to wholeheartedly bring joy to tourists. toy". Among them, the third-generation Prius, which was launched in February of this year and experienced in the “Environmental Protection” region, has become the focus of attention for tourists with its stylish appearance and outstanding performance.

In the experience of the small car with joyous mobilization, the common scenes of family vehicles, such as “turning streets”, “parking cards,” “refueling cards,” etc., have become places for many new car owners to compete; FAW Toyota’s three SUV products The adventure park where Land Cruiser, Prado, and RAV4 are all involved is more of a thrilling wilderness scene simulation that has attracted many riders.

In addition, "Kart Driving Paradise", "Children's Amusement Park" and "Diversified Interactive Zone" are also deeply loved by ladies and children.

Creative thinking communicators

“Experiential Marketing” is an important marketing initiative of FAW Toyota in 2011, and it is also one of the important reasons to help FAW Toyota get rid of the adverse impact of the “3-11 Great East Japan Earthquake” and ultimately reach the sales target of 538,000 vehicles. On behalf of the event, "The Carnival" was first held last year, it received a score of tens of thousands of consumers and media reporters during the three-month campaign period. The reason for this is, on the one hand, the change in the perspective of corporate marketing, and on the other hand, the innovation in marketing thinking.

From the perspective of marketing, through the empathy, consumers have fun and sincerely like the goal, so that commercial purposes can be further hidden backstage, so that consumers can gain more value outside the business activities, is the role of FAW Toyota after careful consideration The change is also the primary reason for the success of the Carnival. The excavation of "Carnival" this form, and the perfect combination of "carnival" and "Carnival", so that consumers in a relaxed and happy atmosphere, take the initiative to contact FAW Toyota's products, services, accept the company's philosophy, connotation, then It is an innovation in marketing thinking.

Of course, "Carnival" does not mean that other brands can easily copy it. FAW Toyota also successfully created such an automobile-wide and brand-wide automobile event with a rich product line covering various market segments, superior product quality, excellent after-sales service, and leading derivative services. From the crown of the flagship product to the entry-level products Vios, from the leading Prius to the global sales champion Corolla, from the unique "four-wheel drive" Land Cruiser in the Chinese auto market to the luxury business in Ba Costa, the word of FAW Toyota's products Row out money classics, this strength is not cast in one day. We dared to publicly transfer the after-sales service and derivative service to the public in front of the stage and exhibited the greatest degree of transparency, which also reflected the confidence of FAW Toyota.

“The Carnival is a concrete manifestation of FAW Toyota’s sharing of values ​​with society and the public. In the days to come, we will continue to implement innovative marketing initiatives and maintain closer communication with consumers and the community. “Ma Chunping, director of public relations at FAW Toyota, said in an interview.

It is reported that on June 27, FAW Toyota's Carnival S-class event will land in Shanghai, followed by Shenzhen and Chengdu in succession. Through the annual plan of 48 stations, FAW Toyota will promote the “Carnival” to the country.