Toyota Promo FARM TO TABLE TOUR by Saatchi & Saatchi Los Angeles

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Industry Cars
Media Promo & PR
Market United States
Agency Saatchi & Saatchi Los Angeles
Executive Creative Director Mike Mckay
Released August 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: TOYOTA
Product/Service: PRIUS
Agency: 206 Inc
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI LA, USA
Director of Brand Integration: Joan Coraggio (Saatchi & Saatchi LA)
Executive Vice President Consumer Communications: John Lisko (Saatchi & Saatchi LA)
Strategic Insights: Mark Turner (Saatchi & Saatchi LA)
Strategic Insights: Sara Bamossy (Saatchi & Saatchi LA)
Executive Creative Director: Mike McKay (Saatchi & Saatchi LA)
Design Consult: Ryan Jacobs (Saatchi & Saatchi LA)
Manager of Engagement Marketing: Paul Czaplicki (Toyota Motor Sales)
National Manager of Engagement Marketing: Keith Dahl (Toyota Motor Sales)
Corporate Marketing Manager: Tim Morrison (Toyota Motor Sales)
Principal, Engagement Marketing: Kerry Murphy (206 Inc.)
Executive Producer, Engagement Marketing: Sherman Fantroy (206 Inc.)
Senior Account Supervisor, Engagment Marketing: Corey Anderson (206 Inc.)
Media placement: Video Recap - Not Part Of A Media Campaign - Not Part Of A Media Campaign
Media placement: Presentation Board - Not Part Of A Media Campaign - Not Part Of A Media Campaign
Media placement: Promotional Sign - Entry points of event - July 22, 2009
Media placement: Promotional Restaurant Card - All Participating Chef's Restaurants - July 22, 2009
Media placement: Photo - Cutting board - Ride and Drive premium distributed - Received when guest completed drive of Prius - 8/1/09
Media placement: Poto of potted seedling - Premium distributed - Distributed on site - 8/1/09

Describe the objective of the promotion.
The Toyota Farm to Table Tour was created to support the launch of the 3rd Generation Prius, with a special appeal to community-minded, conscientious consumers in a setting in which they are comfortable: their neighborhood farmers markets. By creating a vibrant, interactive experience for market-goers, the objective was to strengthen brand affinity of Toyota Hybrid vehicles with these eco- and tech- friendly consumers...and to genuinely do a bit of good in the process.

Describe how the promotion developed from concept to implementation
We looked for casual places where community-minded, conscientious consumers like to gather. Farmers markets were perfect, but the concept had to be executed carefully. It should be compelling for shoppers while not over-commercialising their cherished neighborhood venue. For each event we paired 12 local chefs with area farmers, and they created recipes to sample for market shoppers. Shoppers could choose a free herb from Toyota’s mobile garden, see the hybrid vehicles, and drive a Prius. Toyota curated each event, including a donation to each farmers market. A dedicated PR campaign drew attention to the importance of the markets.

Describe the success of the promotion with both client and consumer including some quantifiable results
This was an ideal grassroots program to reach people interested in hybrid vehicles. Although we anticipated possible apprehension from the markets about partnering with a corporate brand, they were actually excited about the eco-friendly, culinary experience we proposed. Markets, chefs, farmers and shoppers generated 4,000,000 PR impressions through local blogs, culinary sites and local media, all in their own voices, without any media buy. 12 events generated 95,000+ brand engagements and 24,000+ vehicle interactions. By supporting a cause consumers are passionate about, Toyota was embraced as a friend of local markets, building an authentic connection for the brand.

Explain why the method of promotion was most relevant to the product or service
Farmers market shoppers typically embrace a lifestyle in which the balance between humankind and the environment is respected and considered in their daily lives. With the 3rd Generation Prius representing the harmony of man, nature and machine, bringing the Toyota Farm to Table Tour to farmers market consumers was a pitch-perfect opportunity. With its blend of activities inspired by the core philosophy and features of the 3rd Generation Prius, the Toyota Farm to Table Tour illustrated the vehicle's brand values to a smart and curious base of consumers.