Camry RZ campaign
Yaris Responsive Website
With the new-look Yaris hatch on the way we were tasked to come up with a fresh new look for the Yaris page. It needed to be a fully responsive page, a first for the Toyota Australia website, and would serve as a litmus test for the rest of Toyota's vehicle range that would launch towards the end of the year.
The importance of Yaris
Almost half of all Yaris buyers will purchase another Toyota. This makes Yaris is a huge stepping stone into the Toyota brand and other models in the range.
The hatchback market
Over two thirds of buyers are female in the compact hatchback market and almost all of them live in the city. Yaris is all about lifestyle and fun packed in a small package.
How we communicate
Internet and word-of-mouth are the two main channels the target market is exposed to on a day to day basis. They are switched-on, social and tech-savvy.
There were three key features for the Yaris page we focussed on had to do from a usability and design perspective:
Make it easy
Reduce technical jargon on the site and make it easy for our target audience to navigate through the range and understand what the differences are between models.
A modular structure
There's a lot of information to cover about the model - Breaking this info into sections not only gives structure to the site but we could also re-order them if we needed to.
Bring the sexy back
While the new-look Yaris is 'only' a facelift model (meaning cosmetic changes only) it was clear to us we wanted to bring the wow factor and excitement back to Yaris hatch.