TOYOTA BEGINS ECHO HATCHBACK CAMPAIGN IN QUEBEC
By Adnews Staff
Astral Media Mix has created a Quebec campaign for Toyota's Echo Hatchback. Aimed at young, active, urban adults, the campaign consists primarily of radio advertising. Each day radio station Énergie will announce where and when seven Echo Hatchbacks will be located. Listeners are invited to flag down the cars for a five-minute test drive. The driver of a periodically randomly selected car will win a prize in the trunk. The campaign also includes outdoor advertising using the copy "Catch me and Win!" Online and on-air promotion is also being done by MusiquePlus and MusiMax. Astral Media Mix developed the concept for the summer promotion. Saatchi & Saatchi of Toronto worked on the creative with Astral.
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