CLIENT
Toyota Motor Sales USA, Inc.
Jim Lentz, VP Marketing
Deborah Meyer, Corp. Manager- Mktg. Communications
Celeste Migliore, National Truck and SUV Advertising Manager
Mark Amstock, National Manager- Vehicle Operations Group
AGENCY
Paul Silverman, Communications Plannig Dir.
Ginny Kollewe, Associate Planning Dir.
Rich Anderman, CEO
Steve Rabosky, Chief Creative Officer
Brett Ridegeway, Creative Dir.
Matt Bogen, Creative Dir.
SUMMARY
The "Kids Rule" campaign was brilliant in its simplicity, in the way it effectively communicated the simple idea that kids play an extremely important role when it comes to buying a car. The insight that a happy kid makes for a happier parent made the "Kids Rule" campaign more effective than we could ever have imagined. The response bears that out. Sienna doubled its market share in the last year and USA Today affirmed that directing a campaign at kids and their parents was a very smart move.
