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Innovative campaigns for new customer segments for Toyota

February 3, 2023

In a business field project with Toyota, students from the Marketing & Sales Management Master’s program at FHWien der WKW developed solutions for opening up new target groups for the leasing sector.

“The market for young customers has not yet been tapped. We want to start here and convince them,” says Jacqueline Wurzinger from Toyota Financial Services about car leasing. The students from FHWien der WKW demonstrated exactly how the market can be developed.

In the 3rd semester of the part-time Master’s program in Marketing & Sales Management, the students acted as creative agencies in front of this year’s cooperation partner. By means of agile project work, they worked diligently on the creation of a market research study on the topic of “Leasing and Mobility” and a marketing concept based on the results to generate younger customers for Toyota Financial Services Austria. The culmination of the business field project was the presentation evening, where the multifaceted product ideas and communication campaigns developed over months were presented in the form of an agency pitch.

The spectrum ranged from emotionalizing social media campaigns to digital tools such as a configuration app, experience-oriented drive-in events, and cooperations with driving schools. In the process, the students were able to gain valuable experience in planning, organizing and implementing a product development including a marketing campaign, and they also visibly enjoyed working together as a team!

>> Learn more about the Master’s program in Marketing & Sales Management