Toyota Case study LIVE CLAIMS by Conill Advertising Los Angeles

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Industry Cars
Media Case study
Market United States
Agency Conill Advertising Los Angeles
Associate Creative Director Verónica Elizondo
Creative Director Mario Granatur
Copywriter Claudio Martinez Valle
Released October 2009

Credits & Description

Category: Best Use of Television
Alternative Title: 90% ARE STILL ON THE ROAD
Product/Service: CAMRY
Date of First Appearance: Oct 22 2009 12:00AM
Entrant Company: CONILL SAATCHI & SAATCHI, Torrance, USA
General Creative Director: Pablo Buffagni (Conill Saatchi & Saatchi)
Creative Director: Mario Granatur (Conill Saatchi & Saatchi)
Associate Creative Director: Verónica Elizondo (Conill Saatchi & Saatchi)
Copywriter: Claudio Martinez Valle (Conill Saatchi & Saatchi)
Media Director: Rob Spallone (Conill Saatchi & Saatchi)
Media Broadcast Supervisor: Esmeralda Nísperos (Conill Saatchi & Saatchi)
Account Director: Anabel Caraballo (Conill Saatchi & Saatchi)
Director of Client Services: Cilmara Santos (Conill Saatchi & Saatchi)
Account Executive: Julia Sánchez (Conill Saatchi & Saatchi)
Media Broadcast Director: Mariana Mero (Conill Saatchi & Saatchi)
Director of Production Services: Lourdes Caballero (Conill Saatchi & Saatchi)
Managing Director: Carlos Martínez (Conill Saatchi & Saatchi)
General Manager: Ana Rodriguez (Conill Saatchi & Saatchi)
Director Strategic Planning: Laura Semple (Conill Saatchi & Saatchi)
: Dionne Colvin (Toyota Motor Sales USA)
Media placement: TV Integrations - Telefutura - 22 OCT 2009
Media placement: TV Integrations - Azteca America - 19 DEC 2009
Results and Effectiveness
These integrations were part of a campaign that made significant improvements in Camry's key quality and reliability metrics. According to the Toyota Model Image Study, Camry has experimented significant improvements in key quality and reliability metrics: -Is a reliable/dependable car-; improvement 24 percent points, from 70% in 2009 to 94% in 2010. -Built with the highest quality standards-; increased 19 percent points, from 70% in 2009 to 89% in 2010; and -lasts a long time-; improved from 72% to 91% during the same period of time.
Creative Execution
People hate when a car fails. Let's make the TV fail as a metaphor of that moment and connect with the idea that the Camry will not fail, because 90% of them are still on then road.TV is a great media to reach our target, Hispanic US fence-sitters. They like to watch reality TV shows, news, soap operas (novelas) and sports in Spanish.
Insights, Strategy & the Idea
The quality-dependability-reliability image of the Toyota Camry was being affected by the notable improvement in the competition's product. The Camry midsize fence-sitter is in his late 30s. He respects Toyota as a brand. He knows Camry is a good reliable car, but so are Accord and Altima. We had a great story to tell: 90% of the Toyota Camry sold since 1993 are still on the road today. That is great proof that would certainly help change the perception. But we knew from past experiences that if we were going to base the campaign on a rational attribute, we had to do it in an innovative way. If not, the risk was to taint our product with the boring, vanilla image that we've been trying to overcome in the past. Television was the right place to be, but we had to use it in a unique bold way.