MIXED WORLDS by Conill Advertising Los Angeles for Toyota

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MIXED WORLDS

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Conill Advertising Los Angeles
Art Director Martín Donovan
Copywriter Jessica Cuevas Molina
Photographer Bob Stevens
Released June 2010

Credits & Description

Category: Best Use of Print
Advertiser: TOYOTA
Product/Service: TOYOTA SIENNA
Agency: CONILL SAATCHI & SAATCHI
Date of First Appearance: Jul 10 2010
Entrant Company: CONILL SAATCHI & SAATCHI, Torrance, USA
Senior Vice President/Chief Creative Officer: Pablo Buffagni (Conill)
Vice President/Media Director: Rob Spallone (Conill)
Group Creative Director: Verónica Elizondo (Conill)
Copywriter: Jessica Cuevas Molina (Conill)
Art Director: Martín Donovan (Conill)
Director of Production Services: Lourdes Caballero (Conill)
Vice President/Creative Director: Mario Granatur (Conill)
Photographer: Bob Stevens (Bob Stevens)
Media placement: Print Ad. 1 Page + Consecutive Spread - Maxim - July 2010

Insights, Strategy & the Idea
THE ISSUES
Hispanic minivan intenders perceive Sienna’s image as outdated. Minivans are all alike - designed for the kids with not much to please the parents.

THE TARGET
Hispanic minivan intenders want to portray the image of a modern couple that is successful, caring for their children and themselves at the same time.

WHAT INSIGHT DO WE HAVE THAT WILL HELP US UNLOCK THE ISSUE?
Minivan intenders are looking for design and features that take parents into account– it’s not only about the kids. Parents care for their kids but like to have their needs considered too.

Creative Execution
We secured the Maxim (men magazine) centerfold.
Instead of finding an exotic model, the men would find a mascot with the headline "Sometimes it's better not to mix your kids' world with yours. The New Toyota Sienna, available with Dual Screen Entertainment System

Results and Effectiveness
In February, previous to the campaign, the Honda Odyssey was leading with 37.6% SOM.
Sienna was 2nd with 28.5% SOM
This initiative was part of the campaign which achieved these results (data for Dec 2010):
- Sienna (33.8% SOM) finishes the year leading Odyssey (31.3% SOM).
- Sienna has the highest YOY growth (45%) in a segment that has low growth (8%).
The Hispanic % of sales in USA by Jan 2011 was 10% for the model, next competitor (Honda Odyssey) has just 7%.
Sienna's growth in Hispanic Market USA was 46%, compared to 15% in Non-Hispanic USA.

(source: Polk)