Integrated Marketing Campaign for Toyota Corolla
When the 2014 Toyota Corolla hits dealer showrooms this fall, the accompanying marketing campaign will showcase the car’s upgraded technology and elevated styling—inside and out.
The marketing campaign aims to reach the Millennial generation while still appealing to the baby boomer audience, said Toyota.
Developed in partnership with Saatchi & Saatchi LA, the campaign’s theme is “Elevate.” The primary broadcast spot of the campaign, “Style Never Goes Out of Style,” focuses heavily on pop culture, especially music and dance, and spans five decades, starting in the late 1960s (coordinated with Corolla’s U.S. launch in 1968) and continuing through the present day.
The music video-inspired commercials feature an original track by Shy Kidx and the “Elevated” dance choreographed for the campaign by Vincent Patterson and Tony Testa.
The vehicle’s technology offerings have been elevated as well, including standard LED headlamps, Bluetooth audio and available Smart Key System with push-button start.
Here are the campaign elements:
Broadcast
The campaign rolls out with a :60 broadcast spot on top TV shows and in theaters with Corolla models that date back to the 1960s. It takes viewers through five decades of song and dance in the spirit of an epic music video.
In-cinema ads will feature a Shazam experience and sweepstakes opportunity.
Print and Digital
The print advertising depicts crowds of people celebrating the all-new model. Digital highlight videos feature details of the car through entertaining vignettes including battling DJs, a Beatboxer and a hip-hop music producer. Homepage takeovers on several prominent news and pop culture websites provide an in-depth look at the Corolla’s more expressive, chiseled exterior styling and advanced technology.
Unique Out of Home
Billboards and outdoor signs in several major markets, including New York and Los Angeles, will have a built-in NFC chip that launches a virtual test drive with the tap of an NFC-enabled smartphone. A special printing process also enables key features to become illuminated during nighttime hours, showcasing the LED headlights.
Mobile
Mobile-optimized web experiences are aimed to make shopping for a car more simplified and fun. Mobile iMedia will direct guests to touch.toyota.com/corolla and the “Corolla Touch Drive,” a first-of-its-kind virtual driving experience that highlights features of the car through a simulated test drive on a smartphone. In addition, an iAd-based racing game will keep users engaged through exciting game play and reward them for exploring features of the new Corolla with a free music download.
Social
Custom six-second Vine videos and 15-second Instagram videos will showcase tutorials in dance styles through the decades, including the “Elevated” dance moves featured in the broadcast commercials. Viewers will be encouraged to use the hashtag #CorollaStyle to post user-generated content showcasing their “elevated” style.
Experiential
The all-new 2014 Corolla will be included in a number of ride-and-drive experiences in the coming months that will allow consumers a chance to get behind the wheel and experience the vehicle first-hand. The vehicle will also make appearances at select Toyota-sponsored events and on-site activations.
Toyota Motor Sales, U.S.A., Inc. (TMS), the sales, marketing, distribution and customer service arm of Toyota, Lexus and Scion, is based in Torrance, CA.
