NATIONAL Q3
MARKETING PLAN

IN-MARKET RETAIL

Q3 is another big quarter for our in-market and search investment, our media investments need to work hard to enable a fast start to the second half of the year. With plate change in September, we’ll be live early, maintaining a consistent drumbeat of activity in the lead-up to the key September registration month.

Our retail performance marketing investment will be over £1million this quarter, and we will continue the evolution of our strategy of investing with key automotive partners, as we look to disrupt consumers looking at competitor vehicles. We saw strong performance in Q1 with our media activity on Carwow influence 250 new car sales.

Key priorities this quarter remain Yaris and Yaris Cross, we know these models are key to our volume goals for the year. We have refreshed new imagery to use, especially on Yaris Cross when we switch to the new model in September. Our messaging highlights our strong offers and product power, particularly the economical nature of our products. We won’t be letting up on the All-New, All-Electric
Toyota C-HR+, given the halo effect of our exciting new BEV, this will support the ATL campaign which goes live after the World Cup.

FLEET/KINTO (BCH)

KEY PRIORITIES
• New All-Electric Toyota Urban Cruiser
• All-New, All-Electric Toyota C-HR+
• All-Electric Toyota bZ4X
• All-New, All-Electric Toyota bZ Touring
• Hilux 48v (not BEV) grade Invincible
• Corolla Commercial

APPROACH
Convince and convert strategy using a mix of programmatic display (Gumtree/Motors) + paid social (Meta) to drive traffic and leads.

Targeting in-market, high-intent business audiences across both display and social. Maintaining flexible, optimised investment allocation across formats, audiences and creatives to maximise leads.

Q2 creative shown for illustrative purposes only.

EV LEADERSHIP

ALL-NEW, ALL-ELECTRIC TOYOTA C-HR+ STRONG SALES PERFORMANCE AND KEY BRAND CONTRIBUTOR

TOYOTA C-HR+

The All-New, All-Electric Toyota C-HR+ campaign continues into Q3 driving EV awareness and delivering tangible results and starting to shift customer perception. A further burst of our multi-layered Toyota C-HR+ campaign will run across July and August, continuing to drive awareness, support EV education, and deliver tactical offers across multiple channels helping customers at every stage of the journey.

TOYOTA C-HR+

EV LEADERSHIP

FINANCE OFFER

YARIS CROSS

Toyota Yaris and Yaris Cross remain key priority models in Q3. In September, we will also support the launch of minor change Yaris Cross, with above-the-line investment to run in parallel to the All-New, All-Electric Toyota C-HR+ campaign, to drive consideration and maintain strong visibility and demand for our core B SUV model. It is essential your focus on the run-out of current gen Yaris Cross continues for the first part of Q3, to ensure we are fully run-out by the end of August, ahead of the introduction of the minor change and the opportunity this represents.

OBJECTIVE:
Drive consideration and
conversion of MC Yaris Cross

LIVE DATE:
1st Sept – end Oct (TBC)

CHANNELS:
Linear TV
BVOD
YouTube
Social
In-Market

RAV4 LAUNCH

Your local launch activations for All-New Toyota RAV4 are well underway. With a standout creative idea that aligns beautifully to the release of the new Toy Story 5 movie, All-New RAV4 will be supported by a gold-spot cinema package, reaching millions of our target family audience over the summer months.

COMMS ACTIVITY

Toy Story 5 cinema ‘gold spot’ - 60” and 30” edits live 19th June – 5th Oct. 2.6m admissions across 800 cinemas nationwide.
CRM – Comprehensive loyal & KMI nurture activity.
Social – Extensive paid activity + walkaround video.
PR – Extended press loans plus consumer campaign to leverage
positive media reviews.

HILUX LAUNCH

COMMS ACTIVITY

Social & video led campaign ‘Please Hilux Responsibly’
Launch All-New Toyota Hilux from 20th July (post World Cup)
PR activation to drive awareness and engagement
Hero vehicle at Fleet/Business experiential
Dedicated content to support 2-seater conversion kit

Q3/Q4 LAYDOWN

NATIONAL CRM

KEY PRIORITIES

1. Lead Generation

Q3 CRM activity will drive demand and maintain momentum across key new models, while continually feeding high‑quality leads into the Network through:

Always‑On ALM, brochure, test‑drive and quote enquiries follow up.
Ongoing launch and nurture journeys for all new model launches.
Tactical offer campaign throughout Q3 to support.

Result: A sustained flow of motivated, well‑informed customers directed toward retailer test drives, enquiries and offers across Q3.

Result: Increased customer engagement and visibility, supporting broader demand generation during the cricket season.

Result: Stronger retention, increased aftersales revenue, and better data foundations supporting long‑term customer value.

2. Cricket Activation

3. Retention

In Q3 TGB CRM activity will amplify Toyota’s cricket presence at scale to build brand awareness and engagement through:

Branded cricket content that builds affinity and keeps Toyota front of mind.
Ticket‑giveaway activation driving strong engagement and digital traffic.
Brand newsletter integration, featuring cricket stories and event moments to broaden reach and sustain engagement across the wider customer base.

Q3 Value Chain CRM focuses on keeping customers in the Network, improving service conversion and strengthening lifetime value through:

Service Reminder Programme (100k per quarter) running Always‑On, including integration of SAWA, TXM, OSB messaging and review expansion of 60-day Reminder Campaign
Service Plan Reminders & Upsell, new creatives running continuously to lift take‑up of scheduled maintenance.
Repurchase audience campaigns providing a strong flow of warm, in‑market prospects.

DRIVING UPTAKE OF SERVICE PLANS

WHAT’S HAPPENING
We are enhancing our service plan email communications for Q3, with updates to both creative content and audience segmentation. These improvements are designed to better highlight the value of service plans, showcase our products more effectively, and ensure messages are delivered to the most relevant customer audiences.

WHY THIS MATTERS
As competition in the automotive market continues to increase, it is important that we strengthen how we communicate the benefits of our value chain products. These updates have been designed to support customer retention and drive increased uptake of service plans.

KEY CHANGE FOR CENTRES
• Updated email creative
• Stronger emphasis on the value of a service plan
• Refined audience segmentation to improve targeting

WHAT YOU NEED TO DO
No action required

If you have any questions, please reach out to toyotacrm@tgb.toyota.co.uk

_{*The creative shown is still in development; however, we are pleased to share an early preview to give an indication of the proposed look and feel for Q3.}