Yaris launch.
Multi-pronged campaign that touts Yaris as the vehicle of choice for hip, young drivers on a budget. "Toyota wanted something youthful, that reflected pop culture and wanted to talk about the product features, and the mischievous attitude of the vehicle." We recruited the acclaimed London-based digital animation shop Tokyo Plastic to craft TV spots, viral clips and mobisodes.
The challenge for marketers is to build a positive social identity AT THE SAME TIME they highlight their product. That’s what our work for Toyota’s 100 Cars for Good did. Toyota would give away 100 Toyotas to good causes and the public would decide which ones. The entire campaign played out over social media — and whatever worthy causes won, Toyota’s brand won too!
How do you make your brand connect with the lives and stories of your customer? How do you make your brand an intimate part of real lives?
For Toyota, that challenge was an even bigger concern after research showed brand image dropping. So we created “Auto-Biography” — to rebuild trust and highlight the deep bond between the brand and consumers.
We gave consumers a big, colorful, fun platform to tell the story of their lives — through the Toyotas they drove. By making Toyota not just a product to buy but a way to talk about and celebrate their own life, “Auto-Biography” was a huge hit, bringing over 40,000 stories into the platform and two online documentaries directed by Jessica Sanders and Stacy Peralta.
We quadrupled the number of Toyota’s Facebook fans in a year — and Facebook highlighted “Auto-Biography” in their own marketing presentations as a breakthrough digital campaign.
We worked closely with GOOD Magazine, to engage its community around the concept of harmony between man, nature, and machine around the carmaker's launch of the third generation Prius. Along with GOOD Projects we created a Webby-nominated custom interactive microsite in support of the Prius Harmony message including a six part video series and integrated data visualizations.
The Tiny Football League
The TFL gave Pee Wee Football players a taste of the big time. Teams all across America joined the TFL -- and the pint-sized players were featured on "TV spots" on NBC's Sunday Night Football and an interactive Facebook site. At the end of the season, 10 winning TFL teams shared $50,000 in prize money.
At completion, over 800 teams joined the TFL. Over 3M organic impressions were made. The campaign has been referenced in various sports shows and by NFL Players.
