AHAA: Case Studies, Toyota Yaris Integrated Marketing Campaign
Sandy Mayer, interactive Director at Connill Advertising, Ana Rodriguez, Director of Client Services at Connill, Laura Reyes Semple, Strategic Planning Director at Connill, and Karen Treydte Executive Media Director of the same agency discussed how they targeted young bilingual and bicultural Hispanics through a television, print advertising and online campaign. The media buy included Telemundo, Univision, Mun2, SiTV, Urban Latino and Batanga. The website MundoYaris.com was the epicenter to connect the different campaign elements to one another. “It was the hub that integrated everything Yaris,” Sandy Mayer noted.
The website allowed users to create virtual representations of themselves in a virtual world and contained chatrooms including the “groovy lounge, rooftop pool and dance floor.” Its content was intended to connect with the lifestyles of young bicultural Hispanics who see themselves as integral in the creation of a new multicultural world.
Most of Mundoyaris.com’s traffic came through online advertising units and a substantial amount also originated from Toyota.com. There also was a substantial cross over with general market audiences. Most users who opted in to the website were between ages 18-34 and 70% of responses were in Spanish. Online sweepstakes had a higher response than the mobile offerings, although the ringtones were also popular.
The executives at Connill said that Toyota will launch 4 other cars to the market in the next 12 months.
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