Toyota Promo, Case study POWER OF MANY STICKERS by Conill Advertising Los Angeles

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Conill Advertising Los Angeles
Director Pascui Rivas Y Francisco Pugliese
Creative Director Verónica Elizondo
Art Director Martín Donovan, Mariana Milgram, Graciela Espejel
Copywriter Jessica Cuevas Molina
Released June 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: TOYOTA
Product/Service: TOYOTA BRAND
Date of First Appearance: Jun 10 2010
Entrant Company: CONILL SAATCHI & SAATCHI, Torrance, USA
Entry URL:
Senior Vice President/Chief Creative Officer: Pablo Buffagni (Conill)
Creative Director: Verónica Elizondo (Conill)
Director of Production Services: Lourdes Caballero (Conill)
Vice President/Creative Director: Mario Granatur (Conill)
Director of Client Services: Cilmara Santos (Conill)
Executive Vice President/Managing Director - LA: Ana Rodríguez (Conill)
Account Director: Anabel Ordoñez (Conill)
Digital Account Executive: Aaron Nava (Conill)
National Diversity Planner and Advertising Manager: Chris Conard (Toyota Motor Sales)
Art Director: Martin Donovan (Conill)
Art Director: Graciela Espejel (Conill)
Copywriter: Jessica Cuevas Molina (Conill)
Art Director: Mariana Milgram (Conill)
Director: Francisco Pugliese/Pascui Rivas (Davant-Garde Media)
President: Carlos Martinez (Conill)
Media Director: Rob Spallone (Conill)
Planner: JJ Valera (Conill)
National Corporate Manager: Tim Morrison (Toyota Motor Sales)
National Advertising & Strategic Planning Mgr At Toyota Motor Sales: Dionne Colvin (Toyota Motor Sales)
Director of Digital Services: Sandy Mayer (Conill)
Media placement: STICKERS - MORE THAN 700,000 - FACEBOOK - STREET TEAMS - JUN 20 2010

Insights, Strategy & the Idea
The Toyota recall crisis was seriously eroding Toyota’s reputation. Toyota had been the U.S. Hispanic market leader since 2004. We thought that we would have a great opportunity to reverse the negative slide in perceptions by starting a positive conversation by motivating Toyota loyalists to advocate for the brand. Those who were having doubts about Toyota’s reliability would be reassured when they saw so many Latinos standing behind the brand. Pairing this reasoning with the cultural insight that Latinos tend to openly express pride for their heritage whenever possible would lead us to the solution.

Creative Execution
The solution came in the form of a decal (sticker) that our loyalists-turned-advocates could put on their cars to express pride for their heritage and for Toyota. Nearly a hundred different types of decals were created under the form “SO MANY ______, SO MANY Toyota.” The phrases included all Latino countries and specific regions within many of those countries.
Street teams offered the decals to Toyota owners in New York, Los Angeles and Miami and a camera crew documented the events. These actions originated a 360 campaign that included TV, radio, newspaper, interactive, social media and public relations efforts. Loyalists’ testimonies were fresh, unscripted and kept with the uplifting, festive tone that characterizes Latino culture. The campaign conveyed an empathetic, positive message that helped Latinos look into the future with optimism.

Results and Effectiveness
More than 390,000 stickers have been ordered through Facebook only and thousands more have been distributed in the streets.
The page has more than 48,000 fans. To put this in context, other major companies marketing to Latinos have only reached about half the number of fans.
In only four short months since its launch, the campaign reversed the negative trend the brand was falling into. According to Toyota’s Hispanic PR Tracker: • Favourable opinion of Toyota improved 13 percentage points • Consideration for Toyota vehicles increased 8 percentage points