Japan
Advertising and Publicity
1966-1970
The Burgeoning Middle Class and the Dawn of the Family Car Era
With the Osaka World's Fair set to take place in 1970, this was a time when the public debate focused on how to solve Japan's population density and pollution problems-one solution to which was the development of a high-speed transportation network that would connect all of Japan and promote the industrialization of rural areas that were facing depopulation.
More and more families wanted their own car, and Toyota responded by releasing the Corolla in 1966. It won over buyers with the wildly popular catchphrase, 'An Engine with an Extra 100cc. Corolla, like a Panther.' This, coupled with the model's driving performance, took consumers-and the passenger cars for the general public market-by storm.
In the year 1970, one in every 3.3 households owned a car, marking the official start of the family car era in Japan.
Automobile demand was also diversifying, and Toyota replied with a broad selection of models.
Toyota made novel attempts in advertising as well, in line with market changes and a forward-looking marketing strategy. A notable example of this was the success of its 'White Crown' campaign in 1968.
Year
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Month
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Events
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1966
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March
|
'New Publica World Quiz Campaign' held
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April
|
Toyota Sukiyabashi Center opened in the Sony Building
|
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April
|
Company advertising campaign launched focusing on the automobile 'triple crown' of production, registered vehicles, and exports
|
|
October
|
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October
|
Corolla KE10 announced; 'An Engine with an Extra 100cc' campaign launched (from September)
|
|
1967
|
June
|
Promotional video The 2000GT Speed Trials earns top award in 1966 Japanese Industrial Film Competition hosted by the Mainichi Newspapers Publishing Company.
|
1968
|
February
|
'White Crown' campaign launched, targeting private car owners
|
October
|
Quick trip around the world held as launch event for the Mark II (RT60)
|
|
1969
|
March
|
|
August
|
Trans-Africa drive completed in a new Publica (KP30) and Land Cruiser
|
|
October
|
Company advertisements communicate Toyota's approach to defective vehicles
|
|
1970
|
March
|
Nationwide campaign staged to reduce carbon monoxide pollution
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August
|
Publica partially redesigned; 'Guts! Publica' campaign held
|
|
December
|