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Jumpstart Automotive Media tracked the launch of the campaign to analyze if the ad spots had any immediate impact in boosting shopper interest of Toyota vehicles across Jumpstart's network of automotive publishing sites.
Toyota did in fact see a lift in shopper interest during the opening weekend of the Olympics. According to Jumpstart, Toyota had a 6.00% share of shopper interest during the five weekends prior to the start of the Olympics. The carmaker saw a 19% lift during opening weekend when it jumped to 7.15% among all brands on Jumpstart's sites.
About Toyota's "Start Your Impossible" Olympic-themed campaign:
To inspire Toyota Olympic fans, but also employees, partners and customers, and connect them with the company’s core beliefs, Toyota has launched “Start Your Impossible”, a global initiative that reflects Toyota’s unwavering values to overcome challenges and highlights the company’s goal to provide freedom of mobility for all.
Jumpstart’s Path to Purchase Reports
Jumpstart analyzes share of shopper interest regularly to gain insight into what consumers are considering when researching their next vehicle purchase, as well as how long it takes them to make a decision and how media influences their shopping process. These insights are based on the shopping patterns of more than 17 million in-market auto shoppers who are researching vehicles across the company’s portfolio of automotive publishers.
Jumpstart Automotive Media, a division of Hearst Autos, offers high-impact and performance-driven marketing and advertising solutions that achieve optimum results. An industry thought-leader known for its in-depth shopping reports, Jumpstart connects automotive marketers with the largest, high-performing audience of car shoppers and enthusiasts through partnerships with: Car and Driver, U.S. News Best Cars, J.D. Power Cars, NADAguides, Autoweek.com, Autobytel, Autolist.com, Daily News Autos, LeftLaneNews.com, CarSoup, CarBuzz, CarStory, and VehicleHistory.com.