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Toyota
Mas Que Un Auto: More Than A Car

RAN IN: United States

CLIENT
Toyota Motor Sales USA

Cooper Ericksen, VP, Vehicle Marketing & Comms
Russ Koble, Manager, Brand Communications

AGENCY
Conill *Lead Agency

Diego Yurkievich, VP, Executive Creative Director
Aaron Nava, Management Supervisor, Social Media
Javier Campopiano, Chief Creative Officer
Veronica Elizondo, Group Creative Director
Jennifer Dellapina, Group Strategic Planning Director
Alberto Rosado, Account Supervisor
Anabel Ordonez, Group Account Director
Martin Donovan, Associate Creative Director


SUMMARY

The Mas Que Un Auto campaign celebrates Latino Toyota owners loyalty for the brand and love for their Toyotas. The platform empowers owners to express themselves through the brand by naming their vehicles and having a high-quality badge with said name produced and delivered to them at no cost. The badges quickly became social objects as a result of many proud owners sharing them as never seen before in the social space. Consequently, Mas Que un Auto became the highest user generated content campaign in the history of the brand to date, and surpassed every benchmark.

CASE VIDEO


Hero Medium: Interactive/Online

Medium Featured On Video: Consumer Involvement/User Generated, Direct, Interactive/Online, Packaging, Social Media, TV

Audience: Cultural or Ethnic Group

Objectives: Market share - increase

Type: Business to Consumer

Classification: National, Non-English

Language: English