Latinos generally take great pride in their heritage, so Toyota wanted to integrate Latinos’ nationalistic pride with a loyalty to the Toyota brand. Conill researched the behaviors of the target audience and discovered that in order to reach the population they knew they had to appeal to different sub-groups within the Hispanic demographic. Toyota wanted to maintain its status as the number one car purchased by the Hispanic population in the United States. The current campaign has surpassed all client expectations, as over 100,000 custom nameplates have been ordered by customers. This campaign was so successful that their customers were the ones who evolved it, and the even gave Toyota an idea for the next step of the campaign: publishing real car tales from real customers. Delighted fans and customers of Toyota have been doing exactly what the ad campaign was designed to do: circulate photos of happy customers all over social media, showing off their custom nameplates to all of their friends and family. Regarding the Mas Que un Auto campaign, the results were similar. ![]() The Toyota Facebook page received thousands of likes, and word circulated quickly throughout different social media platforms because of Toyota’s unique car decals. The feedback that Toyota received from their campaigns was extremely positive. While Toyota claims that this PR campaign is solely designed to show their appreciation for their Latino customers, money is almost always the ulterior motive behind any ad campaign. Toyota’s partner agency Conill facilitated most of the details concerning the execution of the campaign, creating the website where Conill played the biggest part in making “Mas Que un Auto” happen, as they took on the manufacturing responsibilities of the project. The campaign was initiated to combat the negative PR effects of a product recall in January of 2010. They were responsible for the simple yet effective concept of the stickers. The advertising agency that crafted the strategy and design of the campaign was their partner agency Conill. The main advertiser in the process was, obviously, Toyota Motor Corporation. Most large scale campaigns try to involve and incorporate many different organizations and foundations, but Toyota’s campaign did not involve many. Their aim was to thank their loyal customers in a truly genuine way. Toyota collaborated with Conill, their partner ad agency based in California, to create a website offering free custom nameplates for Toyota owners’ cars. ![]() ![]() The campaign revolved around custom plates to give each car their own unique look. In fall of 2014, Toyota launched its “Mas Que un Auto” campaign to celebrate its tenth year as the most popular auto brand among the Hispanic community. The more recent campaign, “Mas Que un Auto,” dives into the deeper connection that Latinos have with their cars. The company gave consumers free stickers that had over 99 different adaptations to it, each including a different Hispanic or Latin American culture or country. Following the events dubbed the Toyota Recall Crisis, Toyota created a Latino marketing campaign called Somos Muchos Latinos. The original Somos Muchos Latinos campaign was implemented following a series of unfortunate car accidents that involved faulty brakes. The most notable campaigns launched by Toyota were in 2010 and more recently, fall of 2014. Their most recent campaigns have had a Latino-driven motivation, no pun intended. Over the past five years, Toyota has done a remarkable job with identifying its most popular consumer demographic, and adapting their ad and PR campaigns to reflect that.
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