Toyota has struck a 5m deal with Mills & Allen to brand poster sites with its livery and ad slogan.
The deal, the first of its kind, will see 1,000 M&A 48-sheet and 96-sheet posters painted in red Toyota colours until October. They will also carry the strap line “The Car in Front Is a Toyota”.
The sites represent a strategic decision by Toyota to invest in its Toyota brand name rather than its individual marques. Each site will receive new copy every three weeks, as it promotes four to five marques over the period.
Toyota’s agency, Saatchi & Saatchi, approached M&A with the idea, and found new money for the campaign. Toyota spent around 100,000 on outdoor advertising last year.
“Awareness of Toyota is relatively low,” says Jonathan Davies, media group director at Saatchi. “We want to bring the marque to the forefront with intrusive use of media.” TV work is planned for March and April.
Research will be conducted on the poster campaign to decide whether to continue it beyond October.
Mills & Allen is calling the deal a sponsorship. M&A’s commercial director David Pugh says: “We can supply medium-term sponsorship campaigns to increase flexibility.