Toyota Targets Hispanics in Spanish Ad Featuring Diego Luna

What: Toyota has launched a campaign centered around young Latinos to promote its new Corolla sedan.
Why it matters: One-third of Toyota's Corolla buyers are Hispanic, and the company expects this number to grow by targeting young Latino's via emotional connections and a multi-channel strategy.

 

Toyota, one of the brands that are already known for great success among Hispanic consumers, has launched a campaign to promote the new Corolla sedan. Developed by Conill, Toyota's Hispanic marketing agency, the campaign tries to convey the spirit of the new Latino generation: expressive, straightforward and determined. The commercial, titled “WE” and directed by David Vergés, features the voice of Mexican actor, director, and producer, Diego Luna; as well as a mural by Mexican graphic designer and artist Ricardo Gonzalez.

For some years now, Toyota has put great effort into multicultural marketing, and it's been known as an example of success in the matter. The new campaign follows this path and draws a comparison between the new Corolla and the most important traits of the young Hispanic generation: as Gonzalez's mural Mas Loud implies, a generation that will speak up, loud and clear.

For Toyota's vision of how to reach Hispanic millennials, one only need to listen to Luna's words: "True. We've changed," he says in Spanish as we see the driver's sneakers pushing the car's pedals. "We are a whole new generation. Confident, more expressive, adding our touch everywhere we go." Portada talked to Samuel De La Garza, Small Car Group, Senior Manager, Toyota Motor, North America, to find out more about the campaign's conception.

 

Portada: What are the key insights about the Hispanic car buyer behind this campaign?

S.G.: In the campaign, Corolla celebrates young Latinos’ unique points of view, stories, and contribution to culture. Their creativity and ingenuity are bringing freshness to the mainstream. The new Corolla’s more progressive style, connectivity, and power make it an ideal partner for building their own stories, free of labels. Young Latinos are also the most open and curious about hybrid vehicles. Corolla also offers a hybrid engine which gives them the option to choose the Corolla that suits their story best.  And to reach younger Latinos, we use multiple channels combining digital and social, featuring dynamic copy lines and various creative assets.

Portada: What is the growth potential of Toyota in the Hispanic market? Is it larger than in the overall U.S. market?

S.G.: Over 50% of Corolla buyers are multicultural and most importantly, the compact sedan segment is the top volume segment in the Hispanic market. With the new redesigned Corolla and a campaign aimed to connect with young Latinos, we plan on regaining our segment leadership. It’s no secret that the auto industry is seeing a shift in sales from sedans to SUVs and trucks. This shift is happening at a slower pace in the Hispanic market, which makes Latinos a bigger priority for the brand in terms of overall Corolla sales.

 

Portada: How many of the 46 million Toyota Corollas were sold in the U.S? How many of those had Hispanic specific buyers?

S.G.: Currently, one out of three Corollas are sold to Hispanics, and we expect this number to increase.

 

Portada: Has the mural by Ricardo Gonzalez become viral? What social metrics can you share?

S.G.: The intention of the mural and Toyota’s partnership with its creator, graphic artist Ricardo Gonzalez, is to illustrate the bold spirit and cultural pride of Latinos. Hispanic youth resonated with the branded mural driving user-generated content. We have been very pleased with the feedback we have received for the mural in the commercial, located in Los Angeles, as well as murals we created in Las Vegas for the Latin Billboard Music Awards and at our Corolla plant in Blue Springs, Mississippi.

 

Portada: How does Toyota measure brand-lift through campaigns (overall and Hispanic specific)?

S.G.: We measure brand-lift through campaign ad trackers and/or specific brand lift studies via third-party vendors such as Kantar Added Value, Facebook, etc.

 

Celeste Martorana @celesmartorana

Celeste joined Portada’s team in 2014. Since then, she has been working as an editor for Portada’s English-language website and compiling information for Portada’s Databases.

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