Toyota Verso - Effective Ad #2

Advertiser: Toyota

Type of advertisement: Print – Toyota Verso, Slovenia, April 2011

Purpose of the advertisement: The purpose of this advertisement is to promote the attractive features of the Toyota Verso as the 'lifestyle capsule' and 'getaway car' of choice.

Target market of the product: The target market of the product are consumers who value reliable cars, specifically the younger demographic busy balancing family and work life.

Target audience of the advertisement: The target audience of this advertisement are working mothers and fathers with a family. Consumers who value convenience and quick, seamless transitions in life.

  

Toyota’s ads for the Verso car have the headline: ‘getaway car’ and feature two different versions of the same image.  The first is a picture of a young mother entering the car in work attire and exiting in the same shot with a child on her hip.  The second ad has a young father entering the Verso with his daughter and exiting with his surfboard.  This advertisement is very effective in reaching its target market consisting of younger consumers who value the reliability and efficiency Toyota is renowned for; it takes into consideration the importance of seamless transitions from work to play and from everyday duties to 'playful' freedom by illustrating it in a single frame.  The ads for Verso, a new 2011 model car, seem to be targeting the right market as there is a growing need to accommodate cars for busy working families.  I find the best feature of this ad to be the two people entering and exiting the car in the same shot.  This portrays and promotes the flawless and swift way of life you could partake in if you owned a Verso.  Another good feature of this ad is the way it captures both the male and female audience; this ensures the ad doesn't just appeal to one sex, but instead to the entire population of the target market.  

If I was a young working parent with a busy social lifestyle, I would definitely consider the Toyota Verso.  The ad engages me and allows me picture myself coming home from work all ‘done up’ and leaving the next instant with my child to attend a function, or going off to socialise, without any glitches or hold ups.  This phrase, ‘in/here one minute –  out/gone the next’ comes to mind when I see this ad and think of the Toyota Verso car.