CLIENT
Toyota Motor Sales (Chicago Region Toyota Dealers Assoc.)
Jim Colon, V.P./General Manager-TMS Chicago Region
D'Anne Duclos, Assistant G.M.-TMS Chicago Region
Steve McDaniels, TDA Pres.
Pat O'Brien, TDA VP
Bob Loquercio, TDA Secretary/Treasurer
Gene Kowalis, TDA Dir. (2003 Pres.)
AGENCY
Saatchi & Saatchi Chicago *Lead Agency
Brand DuBose, Account Supervisor
Amy Small, Account Supervisor
Brannon Wait, Management Supervisor
Kevin Murphy, Creative Dir.
Cathy Weaver, Commnications Planning Dir.
Grecca Gonzalez, Associate Media Dir.
SUMMARY
The "Fuel For Thought" campaign effectively communicated the "value" of buying a Toyota to a broad range of automotive buyers helping the Chicago Region Toyota Dealer Association exceed the sales, market share, and profitability goals set by Toyota motor Sales. It was a striking effort connecting with the automotive consumer to differentiate Toyota products and retailers from the many competitive offerings in the marketplace. Along the way, the campaign set a new creative standard in the retail automotive category and redefined effective TDA advertising. In the end, with significant increases in sales, market share, and profitability, the TDA Board-of -Dir's and Toyota applauded the campaign's effectiveness and impact on the Chicago Region Dealers' business and bottom-line.
