Thursday, November 06, 2008
We discussed this the other night during Monday Night Football, but the Toyota "Saved By Zero" ads are starting to drive the Sports World crazy. So much so that Esquire and the AP have both taken notice and have stories on the ad. The Associated Press even has an interview with Toyota's marketing spokesman. Via With Leather....
The ads will continue airing nationally through Sunday, Toyota marketing spokesman Joe Tetherow said. After that, dealers will have the option to continue airing the ads on a local level.What is it with these execs and their commercials. Both the Toyota and Frank TV people seem to think that annoying the hell out of people will make them buy their products. I feel like I'm taking crazy pills, but isn't that the exact opposite of how customer relationships work? Maybe I'm wrong, but this can't be working. Can it?
Tetherow said the campaign has been a hit with dealers, and whatever the reaction from the public, it has been effective in getting the program's message across. Toyota is even extending the incentive to a 12th vehicle, the subcompact Yaris, he said.
"I think the fact that it's being talked about is good, because the message is out there," Tetherow said. "The dealers like the program, and customers do too."
Tetherow didn't know how much negative feedback the company has received, and he declined to say how much the ad campaign cost. According to the media agency TargetCast tcm, however, a season's worth of advertising on ESPN's Monday Night Football alone likely would have cost Toyota $8 million to $10 million.
Gent Bent, Toyota (With Leather)
Save us from 'Saved by Zero,' TV watchers complain (AP)
The Inside Story of "Saved By Zero," the Toyota Commercial That's Keeping You Up at Night (Esquire)