Toyota Gets Down and Dirty in Action-Packed Marketing Campaign for the All-New 2016 Tacoma + VIDEO
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America’s best-selling, midsize pickup takes off-roading to new heights in the latest multicultural campaign delivered by Toyota and its advertising agencies Saatchi & Saatchi Los Angeles and Conill. Debuting today, the Tacoma creative targets those addicted to authentic, adventurous living without boundaries, where dirt clouds and mud sprays are rites of passage.
“I’m totally pumped that Toyota is introducing an all-new
generation of the Tacoma,” says Jack Hollis, group vice president of
Marketing, Toyota Motor Sales, U.S.A., Inc. “Tacoma is already the
top-selling midsize pickup in America, and the 2016 builds off the off-road
heritage of the last generation, while giving guests the opportunity to
take it along as they experience things as never before. I’m really
excited for the road ahead.”
Call of the
Wild
Two broadcast spots will be unleashed, beginning today.
One of the spots, shot in one take, features a multitude of professional
motocross riders and stunt people unapologetically taking aim at the
dust-filled landscape alongside the Tacoma. The other spot focuses on a
group of thrill-seekers enjoying the dirtier side of life and relishing in
the Tacoma spirit.
The fun, fearless and rugged creative approach
aligns with Toyota’s “Let’s Go Places” theme and
encourages play in the great outdoors.
Complementing the spots,
social media elements of the campaign include a series of dynamic videos,
which use the latest in visual and targeting technology to showcase the
Tacoma in action. On Facebook and Twitter the videos speak directly
to target consumers by focusing on their interests, specifically: BMX
racing, dirt bikes, ATV, snowboarding and snowmobiling.
Instagram activations will deploy snippets of slow motion video, shot in
bullet time with 4k technology, that graphically highlight the grittiness
of the Tacoma in off-roading action from different angles.
Additionally on Instagram, a stop-motion video pays tribute to Tacoma
owners and trucks at play. Tacoma owners are encouraged to submit
their Instagram photos to possibly be featured in the series of videos.
“This has to be one of my favorite campaigns since I arrived
here a year ago. It was so much fun to get a little dirty and create
authentic content that emulates what the Tacoma is all about,” says
Jason Schragger, chief creative officer, Saatchi & Saatchi Los Angeles.
“We not only wanted to ignite the passion for exploring the great
outdoors, but also show that playing in the mud should never get old, even
when you become an adult.”
The Tacoma broadcast spots aim to
connect with the liberating, adventure-seeking culture that dreams of dares
and fears nothing, the young and young-at-heart who live on the edge. The
tougher and more adaptable their truck, the more fun they will have. In
fact, while on set at one of the shoots, the featured Tacoma didn’t
even make contact with soap and water; the crew kept it down and dirty to
maintain the authenticity of the vehicle’s off-roading escapades.
The Science of Fun
In addition to the main
path of the campaign, Toyota’s Hispanic marketing agency,
Conill, has added another online leg to the journey, one that focuses
on the Latino market.
Using culturally relevant
insights and a little competition, “Sal a Jugar” (Go Out &
Play) highlights hard working Latinos who reward themselves by seeking out
new adventures. The objective: to measure the level of fun
participants had driving the Tacoma. Special wristbands monitored the
electrodermal activity of each person on competing teams during a series of
outdoor challenges.
“We as Latinos tend to more
closely associate this vehicle class with work and business than other
groups,” says Javier Campopiano, chief creative officer, Conill.
“This led us to a surprising idea to show our guests how much fun the
all-new Tacoma can be. Putting some real science behind it adds another
dimension to the experience. It’s an interesting twist for the
category.”
Launching Oct. 5, a 2-minute video will
chronicle the experience from start to finish, while snippets are seeded
across social media and digital channels. Each “snackable”
video will focus on an engaging piece of the experiment, encouraging
viewers to watch the full story on YouTube.
To complete the
journey, consumers can check out additional Tacoma content at Toyota.
The Tacoma is assembled at Toyota Motor Manufacturing, Texas (TMMTX) in San Antonio and Toyota Motor Manufacturing, Baja California (TMMBC) in Baja California, Mexico. Both facilities play a major role in carrying on Tacoma’s legendary reputation for quality, durability and reliability (QDR), which has been instrumental in establishing its segment-leading owner loyalty rating. Its QDR has also helped establish Tacoma as the highest rated vehicle in its class in resale value for the past 10 years, according to Kelley Blue Book. The all-new Tacoma builds on this tradition with enhancements in every aspect over the current Tacoma including, design, ruggedness, and performance in horsepower and fuel efficiency.