Venza. Where's the love?
The highest-performing campaign across all automotive brands in 2011 Sales up 21% · cross-shopping up 58% Best-performing digital media in automotive that year Toyota’s benchmark case study for integrated launch and social Appetite for Life exceeded its visitor target by 40% EFFIE
Social Media & Rich Media
We created content for the empty nesters...
"What's your Passion?"
...and of course we gave the 20-somethings to do too:
"Cargo"
And then we did something for all ages.
Real-time results - we scraped the tweets trending around who was rooting for American League and who was tweeting for National League. Every time a user landed on the ESPN page, (or reloaded the page), the up-to-date tweet statistics were pulled directly from Twitter at that moment.
* (This rich media piece was recognized as being the best performing digital media for automotive, in 2011)
...naturally we did print as well.
"Bluetooth"
...naturally we did print as well.
"Bluetooth"
Partnerships
Our challenge was not only to launch a new vehicle in a crowded segment but also to drive consumers to discover more about the unique features of the Toyota VENZA. For our 'active boomer' target, the 'Appetite for Life' webisode series combines two key passion points, food and travel, by featuring food host Andrew Zimmern in a network-worthy culinary road trip across the US. While traveling, Andrew highlights key features of the VENZA in an organic, seamless fashion. The 'Appetite for Life' branded experience site exceeded its goal of visitors by 40%.
EFFECTIVENESS:
The Venza campaign is noted as being the highest performing campaign across all automotive brands of 2011, and has set new benchmarks within Toyota.