CLIENT
Toyota Motor Sales USA, Inc.
Jim Farley, VP of Mktg.
Kim McCullough, Corporate Mgr. - Mktg. Communications
AGENCY
Carlos Martinez, EVP/General Mgr.
Pablo Buffagni, VP/Creative Dir.
Sandy Mayer, Interactive Dir.
Ana Rodriguez, Dir. of Client Services
Laura Semple, Strategic Planning Dir.
Karen Treydte, Executive Media Dir.
Cesar Sanchez, Associate Creative Dir.
Elizabeth Sanchez, Promotions Account Supervisor
Will Pierce, Senior Strategic Planner
Juan Carlos Aguirre, Account Supervisor
SUMMARY
Mundo Yaris is a world specifically designed for young, bi-cultural Latinos. A world built on their core values of nontraditionalism, multiculturalism, experimentalism and creativity. Not only could they explore Toyota's fresh new sub-compact, Yaris, but they could explore themselves. The hub of this campaign is MundoYaris.com, a micro-world where each element of the campaign, from print to promotions to events, could be accessed. Within the first two months of the launch, Yaris went from a complete unknown to the most recognized entry-level sub-compact among the Hispanic community, with a #1 market share.
