International Marketing 10th Edition by Michael Czinkota, Michael Brumbach, Ilkka Ronkainen

Exercise 10

Working with its Asian American advertising agency, Toyota has built an integrated marketing campaign that includes TV, print, out-of-home, digital, and social media, primarily targeted to the Asian American market. Not only are commercials in English, but they have also been translated to Cantonese, Mandarin, Korean, and Vietnamese. The campaign launched on May 5, 2011, with commercial spots on YouTube, garnering over half a million views in less than three days. With big dreams in a compact package, both the Corolla and HatsuneMiku are driving straight to the top. The updated exterior and interior design and technology features allow the Corolla-the best-selling compact car-to stand out from the compact vehicle category, much like HatsuneMiku does in her field. No wonder it was HatsuneMiku'stop choice for her first vehicle in the United States. Read more at www.channelapa.com/2011/05/toyota-corolla-use-virtual-pop-diva-hatsune-miku-in-us-markethtml#ixzz1Mo1qwNyr.