In an effort to connect with millennials, the Ontario Toyota Dealers Association (OTDA) has launched TMatch, an online tool designed to help first-time buyers find the car that best fits their lifestyle.
Developed by the OTDA’s agency of record, Toronto-based shop Rain 43, TMatch was in the works for six months and launched on Feb. 16. Visitors to TMatch.ca are asked to fill out an interactive questionnaire answering such queries as: “Do you have a dog?” “How green are you?” “What’s your monthly payment range?” and “Where will you be driving and with whom?” When the quiz is complete, consumers are given their top three matches, along with the car’s photo, description, specs, and a number of tips on safe driving and vehicle maintenance.
“It’s no surprise that people are spending about 80% of their time shopping for a car online, doing a lot of research and pulling all different kinds of information to help inform their final decision,” said Kevin Pfuhl, head of strategy at Rain 43.
“What we wanted to do was find a way of taking that research — the questions you ask yourself about the car that you’re looking for — and make that whole process much easier, and connect people to the car that’s absolutely right for them. This isn’t intended for every car buyer out there in the world, because a lot of people already know a lot about cars. We’re talking about customers who are into their first or second car, are maybe a little bit younger, and looking for a way to connect their lifestyle to the right Toyota car brand.”
The OTDA is supporting the launch of TMatch with digital ads, along with a 45-second TV spot, currently airing across Ontario. “Fast Talker” portrays a woman in her 20s talking through her thought process on choosing a car, in a rapid, stream-of-consciousness manner. While she rattles off the names of Toyota models, the cars pop up in the background.
Pfuhl, who called the creation of TMatch “a collaborative process with dealers,” said the brand spent a lot of time with sales associates to come up with a comprehensive list of the most common consumer questions.
“What we know is people are arming themselves with information, so they are coming in a little more informed,” he added. “This was intended to make that part of the process that much easier. So when they do walk through the door, it creates an instant connection between the individual, the car they want and the salesperson. So it changes the dynamic from selling a car to helping someone buy a car.”
The campaign to support TMatch is running indefinitely. Wills & Co. is handling the media buy.