To change the way people thought of the Corolla, Toyota changed its approach to the target audience using research into their key interest areas.'Corolla proudly presents Drive-In Movies' For three nights in six locations, visitors were able to experience an authentic Drive-In Movie. Tickets were won through local press and radio campaigns. Unlucky applicants could buy tickets. Visitors received a goodie bag and had their windscreen washed. Before the movie started, visitors could tune in to Toyota FM. There were also nine VIP Corollas in the front row that could be won through local press and radio competitions.

We had to search major cities for 'golf sale' sign holders. Once we located them, we had to make sure they were in locations that suited our target market. When these two criteria were met, we were in a position to execute our innovative media strategy.

The Corolla was presented to 139,000 people in environments not usually associated with cars and where the target audience would be able to approach the Corolla with a different mind set.The resulting data captured from these events has led to a higher percentage of warm leads than is usually generated from other events or competitions.The overall campaign increased sales of Corolla by 40% (an increase of over 7,000 cars) and share of segment rose from 2.4% to 3.2% of the lower-medium segment.