|Titre||Somos Muchos Campaign|
|Annonceur||Toyota Motor Corporation|
|Date de première diffusion/publication|
|Synopsis|| The end of 2009 marked the beginning of tough times for Toyota. By June 2010, when we launched our campaign, most of U.S. Latinos (83%) were aware of the Toyota recall news. Toyota was hurt at its heart: Its reputation of being the most reliable and dependable automotive brand was at serious risk.|
Our challenge: To prevent the brand from entering a free-falling spiral, and restore its well-deserved image.
The first thing that we did was to make a list of the assets and qualities the brand owns. In reviewing all our information, one fact stood up very strongly. We had taken Toyota to a leadership position in the U.S. Hispanic market in 2004. This means that there are many Latinos driving Toyotas. We also knew from past research that Toyota owners are particularly enthusiastic when they talk about their cars. We concluded that would have a great opportunity with our loyalists if we were able to motivate them to advocate for their favorite automotive brand. We thought that those who were having doubts about Toyota’s reliability would be reassured whey the saw so many Latinos sanding behind the brand. We wanted them to think: “Some many people cant’ be wrong.”
|Philosophie|| We needed to create a channel for loyalists to publicly express their love and trust for the brand. The solution came in the form of a decal (sticker) that our loyalists could put on their cars. But, how could we make a decal truly desirable? Latinos take great pride in everything that reminds them of their country of origin, so we decided to bring together the pride for their country of origin and for Toyota. Nearly a hundred different types of decals were created under the form “We are many (---) we are many Toyotas.” They included not only all the Latino countries, but also specific regions within each country.|
Street teams offered the decals to Toyota owners in 3 major cities and a camera crew documented the events. These actions originated a 360 campaign that included, TV, Radio, Newspapers, Interactive, Social Media and PR. Loyalists’ testimonies were fresh and unscripted and always with the uplifting, festive tone that characterizes the Latino culture. The campaign conveyed an empathetic, positive message that helped Latinos look into the future with optimism as opposed to bringing the problem back to their minds.
|Résultat|| In only four short months since its launch, the campaign reverted the negative trend the brand was falling into, and started a positive one that was mirrored by significant increases across key metrics|
According to Toyota’s Hispanic PR Tracker:
• Favorable opinion of Toyota improved 13 percentage points.• Concern about Toyota’s safety vehicles decreased 17 percentage points.• Consideration for Toyota vehicles increased 8 percentage points
The Somos Muchos campaign has been widely covered by mainstream and Hispanic news media. As of 10/22/10, the advertising equivalency of media coverage has surpassed $2 million, which represents 17% of the total media investment for the overall campaign.
And most importantly, more than 390,000 stickers have been ordered.
|Type de média||Etude de cas|
|Directeur artistique||Mariana Millgram|
|Directeur artistique||Martin Donovan|
|Directeur artistique||Graciela Espejel|
|Concepteur / rédacteur||Jessica Cuevas|
|Directeur de création associé||Veronica Elizondo|
|Directeur de création||Mario Granatur|
|Responsable de la création||Pablo Buffagni|