{"id":13641,"date":"2022-02-18T10:00:00","date_gmt":"2022-02-18T09:00:00","guid":{"rendered":"https:\/\/www.ringier.com\/?p=13641"},"modified":"2025-06-27T15:44:12","modified_gmt":"2025-06-27T13:44:12","slug":"les-chiffres-le-montrent-promesse-tenue-pour-toyota","status":"publish","type":"post","link":"https:\/\/www.ringier.com\/fr\/les-chiffres-le-montrent-promesse-tenue-pour-toyota\/","title":{"rendered":"Les chiffres le montrent: promesse tenue pour Toyota"},"content":{"rendered":"\n<p>Avec la campagne d\u2019image \u00abNo more boring Cars\u00bb pour Toyota, le Ringier Brand Studio a mis\u00e9 sur la sinc\u00e9rit\u00e9 et une pointe d\u2019autod\u00e9rision. Ce plan a fonctionn\u00e9, comme le montrent les chiffres de l\u2019\u00e9tude AdPanel avec au moins 750 participants:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>en seulement trois semaines, les valeurs de sympathie de Toyota ont augment\u00e9 de 4 points pour passer de 13,9% \u00e0 17,9%.<\/li>\n\n\n\n<li>La pr\u00e9f\u00e9rence de marque a \u00e9t\u00e9 revue \u00e0 la hausse, de 11% \u00e0 13%.<\/li>\n<\/ul>\n\n\n\n<p>R\u00e9sultats pour les personnes qui se souvenaient de la publicit\u00e9:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>L\u2019affirmation \u00abJe trouve Toyota tr\u00e8s sympathique\u00bb a augment\u00e9 de 35 points, de 15% \u00e0 50%.\u00a0<\/li>\n\n\n\n<li>Pour 41% des sond\u00e9s, l\u2019image de marque de Toyota a chang\u00e9 \u00abde mani\u00e8re nettement positive\u00bb.<\/li>\n\n\n\n<li>Augmentation de la pr\u00e9f\u00e9rence de marque de 13,2% \u00e0 17,5%.<\/li>\n<\/ul>\n\n\n\n<p>\u00abL\u2019authenticit\u00e9 n\u00e9cessite du courage et de la confiance en soi. Toyota a apport\u00e9 les deux et ce pari a pay\u00e9\u00bb, d\u00e9clare Fabian Z\u00fcrcher, directeur du Ringier Brand Studio. La <a href=\"https:\/\/www.ringier-advertising.ch\/fr\/toyota-impitoyablement-sincere\/\">campagne<\/a> a fait le choix d\u2019une mise en sc\u00e8ne apparemment tr\u00e8s classique, ensuite rompue dans les sous-titres. Elle reprenait des clich\u00e9s, jouant avec eux pour mieux les r\u00e9futer. Le tout a \u00e9t\u00e9 adapt\u00e9 au format anim\u00e9 gr\u00e2ce \u00e0 des dialogues et punchlines. Diffus\u00e9e en ligne, sur les r\u00e9seaux sociaux et dans la presse. Le r\u00e9sultat: les Toyota correspondent d\u00e9sormais au slogan \u00abNo more boring Cars\u00bb.<\/p>\n\n\n\n<p>Anita Gerber, directrice marketing de Toyota: \u00abToyota doit \u00eatre synonyme de produits d\u2019excellence et d\u2019\u00e9motions positives. L\u2019\u00e9tude montre que nous sommes sur la bonne voie.\u00bb<\/p>\n\n\n\n<p>\u00abLa sinc\u00e9rit\u00e9 est la forme de communication la plus durable. Si nous avions affirm\u00e9 quelque chose qui n\u2019\u00e9tait pas vrai ou qui ressemblait \u00e0 une formule de marketing, nous aurions aujourd\u2019hui d\u2019autres r\u00e9sultats\u00bb, explique Iva Bozovic, Head of Strategy du Ringier Brand Studio, pour justifier l\u2019impact de la campagne Toyota. Il pr\u00e9cise que les donn\u00e9es ont \u00e9t\u00e9 collect\u00e9es via AdPanel par l\u2019institut allemand GfK, sur mandat de Ringier Advertising.<\/p>\n\n\n\n<p>AdPanel permet d\u2019analyser divers KPI tels que la sympathie, l\u2019int\u00e9r\u00eat d\u2019achat ou la pr\u00e9f\u00e9rence d\u2019une marque par rapport aux concurrents. Le panel est toujours pond\u00e9r\u00e9 de mani\u00e8re repr\u00e9sentative. Il est gratuit pour les clients de Ringier Advertising.<\/p>\n\n\n\n<p>En plus d\u2019AdPanel, Ringier Advertising offre \u00e9galement aux annonceurs la possibilit\u00e9 d\u2019\u00e9valuer la valorisation de marque d\u2019une campagne au moyen d\u2019un<a href=\"https:\/\/www.ringier-advertising.ch\/fr\/ringier-advertising-et-brand-metrics\/\"> algorithme de Brand Metrics<\/a>. Une m\u00e9thode fiable pour \u00e9valuer l\u2019impact d\u2019une campagne au-del\u00e0 des taux de clics et des impressions.<\/p>\n\n\n\n<p><strong>A propos de Ringier Advertising<\/strong><\/p>\n\n\n\n<p>Ringier Advertising commercialise un large portefeuille de portails digitaux et de publications papier. Ce portefeuille regroupe ses propres marques, ainsi que les portails correspondants de Ringier et de Ringier Axel Springer Suisse SA, ainsi que des publications et portails externes tels que bluenews.ch et Le Temps.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La situation de d\u00e9part \u00e0 l\u2019automne 2021 \u00e9tait claire: de bonnes voitures, mais une image d\u00e9su\u00e8te. C\u2019est ce que voulait changer Toyota. Les chiffres prouvent aujourd\u2019hui que c\u2019est une r\u00e9ussite.<\/p>\n","protected":false},"author":23,"featured_media":13640,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[370,363],"tags":[],"class_list":["post-13641","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-fr","category-ringier-medias-suisse"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Les chiffres le montrent: promesse tenue pour Toyota - Ringier<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringier.com\/fr\/les-chiffres-le-montrent-promesse-tenue-pour-toyota\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les chiffres le montrent: promesse tenue pour Toyota\" \/>\n<meta property=\"og:description\" content=\"La situation de d\u00e9part \u00e0 l\u2019automne 2021 \u00e9tait claire: de bonnes voitures, mais une image d\u00e9su\u00e8te. 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