TORRANCE, Calif., Sept. 5, 2013 /PRNewswire/ -- The world's
best-selling vehicle nameplate of all time is about to take drivers
to new places. When the 2014 Toyota Corolla hits dealer showrooms
this fall, the accompanying marketing campaign will showcase the
car's upgraded technology and elevated styling—inside and out. The
marketing campaign aims to reach the Millennial generation while
still appealing to the baby boomer audience that has made the model
so popular through the years.
(Photo:
http://photos.prnewswire.com/prnh/20130905/LA74423)
(Logo:
http://photos.prnewswire.com/prnh/20030501/TOYLOGO)
Developed in partnership with Saatchi & Saatchi LA, the
campaign's theme is "Elevate." Extensive market research shows that
Millennials are looking to take their career to the next level and
are looking to buy their first "real" car to get them there. The
design of the all-new Corolla is significantly elevated from the
previous generations, creating a more dynamic and desirable image
for the Corolla nameplate that will appeal to these younger
buyers.
The primary broadcast spot of the campaign, "Style Never Goes
Out of Style," focuses heavily on pop culture, especially music and
dance, and spans five decades, starting in the late 1960s
(coordinated with Corolla's U.S. launch in 1968) and continuing
through the present day. The music video-inspired commercials
feature an original track by Shy Kidx and the "Elevated" dance
choreographed for the campaign by Vincent
Patterson and Tony Testa.
"The 'Elevate' campaign speaks to the evolution of the Corolla
and Toyota's commitment to delivering exciting products that engage
consumers in new ways," said Ed
Laukes, vice president of marketing communications, Toyota
Motor Sales, U.S.A., Inc. "We're
thrilled to debut a fun campaign that reaches a younger audience
through social, digital and mobile elements that convey the
Corolla's elevated design."
The all-new 2014 Corolla made its global debut on June 6 at an invite-only event in Santa Monica, Calif. The extravaganza
celebrated the iconic compact vehicle with nearly 50 years of
success and nearly 40 million Corollas sold worldwide.
The 2014 launch represents a dramatic restyling for the
11th generation Corolla. The next generation Corolla
makes a stronger design statement, with more dynamic exterior
styling, spacious interior and greater sense of craftsmanship. The
vehicle's technology offerings have been elevated as well,
including standard LED headlamps, Bluetooth audio and available
Smart Key System with push-button start.
The vehicle and its corresponding campaign continue the recent
momentum set forth by design-focused product launches and build on
Toyota's new Let's Go Places brand direction.
Broadcast
The campaign rolls out with a lively :60 broadcast spot on top
TV shows and in theaters with Corolla models that date back to the
1960s. It takes viewers through five decades of iconic song and
dance in the spirit of an epic music video.
In-cinema ads will feature a Shazam experience and sweepstakes
opportunity.
Print and Digital
The print advertising depicts crowds of people celebrating the
all-new model. Digital highlight videos feature details of the car
through entertaining vignettes including battling DJs, a Beatboxer
and a hip-hop music producer. Homepage takeovers on several
prominent news and pop culture websites provide an in-depth look at
the Corolla's more expressive, chiseled exterior styling and
advanced technology.
Unique Out of Home
Billboards and outdoor signs in several major markets, including
New York and Los Angeles, will have a built-in NFC chip
that launches a virtual test drive with the tap of an NFC-enabled
smartphone. A special printing process also enables key features to
become illuminated during nighttime hours, showcasing the LED
headlights.
Mobile
Mobile-optimized web experiences make shopping for a car more
simplified and fun. Mobile iMedia will direct guests to
touch.toyota.com/corolla and the "Corolla Touch Drive," a
first-of-its-kind virtual driving experience that highlights
features of the car through a simulated test drive on a smartphone.
In addition, an iAd-based racing game will keep users engaged
through exciting game play and reward them for exploring features
of the new Corolla with a free music download.
Social
Custom six-second Vine videos and 15-second Instagram videos
will showcase tutorials in dance styles through the decades,
including the "Elevated" dance moves featured in the broadcast
commercials. Viewers will be encouraged to use the hashtag
#CorollaStyle to post user-generated content showcasing their
"elevated" style.
Experiential
The all-new 2014 Corolla will be included in a number of
ride-and-drive experiences in the coming months that will allow
consumers a chance to get behind the wheel and experience the
vehicle first-hand. The vehicle will also make appearances at
select Toyota-sponsored events and on-site activations.
For more information on the re-styled 2014 Corolla, visit
www.Toyota.com/Corolla.
About Toyota
Toyota,
the world's top automaker and creator of the Prius, is committed to
building vehicles for the way people live through our
Toyota, Lexus and Scion brands. Over the past
50 years, we've built more than 25 million cars and trucks in
North America, where we operate 14
manufacturing plants and directly employ nearly 40,000
people. Our 1,800 North American dealerships sold more than
2.3 million cars and trucks in 2012 – and about 80% of all Toyotas
sold over the past 20 years are still on the road today.
(NYSE:TM) For more information about Toyota, visit
www.toyotanewsroom.com.
Toyota Motor Sales, U.S.A.,
Inc. (TMS), the sales, marketing, distribution and customer service
arm of Toyota, Lexus and Scion, is based in Torrance, CA.
About Saatchi & Saatchi LA
Saatchi & Saatchi LA is located in Torrance, California and is part of the global
Saatchi & Saatchi network of 130 offices in 70 countries, and
is owned by the Publicis Groupe, the third largest communications
group in the world. As the agency of record for Toyota Motor Sales
(TMS), U.S.A., Inc., SSLA employs
more than 375 full-time employees and has been a trusted partner of
TMS since 1975.
For more information, please visit Saatchi & Saatchi LA
online at www.saatchila.com.
SOURCE Toyota