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Toyota
"The One and Only"

RAN IN: United States

CLIENT
Toyota Motor Sales USA, Inc.

David Chung - National Manager, Targeted Markets Strategy & Advt.

AGENCY
interTrend Communications *Lead Agency

Joseph Min - Acct. Director
Eugene Kim - Art Director


Rezonate Media *Lead Agency

Arthur Yuen - Assoc. Media Director


SUMMARY

With stiff competition, especially from Korean competitors, in addition to a recent decline in Toyota's reputation from the recall, we were faced with defending the #1 selling sedan from losing any more market share among the Asian American consumer. We tapped into what Asian Americans found or defined as "sexy" and used that in making the new, sexier Camry, into a "smart" decision among the Asian American buyer.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Interactive, Mobile/Tablet, Print, OOH

Audience: Specific cultural or ethnic group, Men, Women, Boomers (45+), Young Men (20-35), Young Women (20-35), Families, Mothers, Fathers

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: Local,Regional,National,Non-English

Language: English