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Website: TOYOTA Flourishing in local markets - Eagle London

  • Eagle London Agency

Toyota, one of the world's largest automobile manufacturers, produces a staggering 10 million vehicles annually. In 1998, Toyota Ghana was established with the purpose of providing quality, durable, and luxurious on and off-road vehicles for the Ghanaian market. As brands venture into new markets, they quickly realise the need for cultural expertise and strategy to achieve their goals. That's where we come in. Objective: We were thrilled to have the opportunity to help Toyota establish cultural credibility. Our mission was to help them expand their online presence and effectively connect with the Ghanaian market in West Africa. To accomplish this, we created a user-friendly website that offers a unique and immersive experience for Toyota's current and potential clients. This platform allows easy access to their wide range of products and services.

Approach:
Moreover, our goal was to position Toyota as a global leader in automobile manufacturing while showcasing their understanding of local markets. To achieve this, we held consultations with Toyota stakeholders to fully grasp their brand messaging and targets. We then conducted comprehensive research on the Ghana automobile market, studying buyer behaviour and influences. Armed with this knowledge, we crafted impactful and culturally relevant communications that aligned Toyota's brand with the desires of the Ghanaian market.

The centrepiece of our efforts was developing an image-driven website that truly resonated with the Ghanaian audience. We incorporated visuals that reflected the local market and even produced videos demonstrating how Toyota vehicles are specifically engineered for Ghana's unique terrain.
Results:
The results have been remarkable. Toyota's website has become crucial to the organisation's success, especially during the pandemic. In this challenging time, the site experienced a substantial increase in web traffic, generating valuable leads. Additionally, Toyota expanded the site to include sections for pre-owned and new vehicles, as well as frequent product launches. This has not only saved them significant event management costs but also allowed them to reach a wider audience across Ghana's online landscape.

At the end of the day, our collaboration with Toyota has empowered them to confidently navigate the digital realm while remaining true to their brand and connecting with their target market in a meaningful way.
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