TORRANCE, Calif., Sept. 20, 2013 /PRNewswire/ -- Pickup truck
drivers can build what matters most—not just "things," but more
importantly, family, community, character and legacy—with the
redesigned third-generation Toyota Tundra.
An integrated marketing campaign, developed in partnership with
Saatchi & Saatchi LA, will encourage them to do exactly that.
On Sunday, September 22, the 2014
Tundra has a new consumer target—the "Evolved Trucker." This
generation of full-size pickup truck drivers' main priority is
enhancing the life of their entire family.
"The new Tundra has been engineered and crafted to deliver
full-size pickup truck capability that empowers truck owners all
across America to build anything," said Jack Hollis, vice president of marketing for
Toyota Motor Sales, U.S.A., Inc.
"The marketing campaign reflects this DIY spirit and genuinely
showcases the truck's versatility."
The campaign leverages multiple mediums, as well as partnerships
with Discovery Channel and Animal Planet to
showcase the do-it-yourself spirit of the family guy who includes
his family on everyday adventures and projects centered around the
homestead. The campaign carves out new territory with a truck buyer
whose life is much bigger—and fuller—than traditional "truck guy"
cliches.
Broadcast
Three broadcast commercials provide the focal point for the
campaign. The first spot, "Car-B-Q," featuring NASCAR driver
Kyle Bush, will debut on
Sept. 22 during NBC Sunday Night
Football along with "Baseball," which demonstrates how a dad was
inspired to build a baseball field in his own backyard. "Tree
House," a fast-paced nod to the DIY truck owner, will roll out
later in the broadcast flight.
Each spot starts with a moment that illustrates the mantra of
"Build Anything" with the Tundra and goes backward in time to show
the events that led to that moment of truth. The spots will air
during several top-rated and high-profile programs such as Monday
Night Football, MLB Playoffs, College Football, NASCAR Sprint Cup,
Nashville, NCIS Los
Angeles and The Today Show.
Print
The 2014 Tundra will have a significant presence in print
outlets, including Sports Illustrated, Popular Science, Car
& Driver, This Old House, Outside, Field & Stream and
Texas Monthly. Dynamic interactive tablet executions will be
featured across Time Inc. publications.
Digital and Social
The redesigned 2014 model will also be supported by rich media
ad units, homepage takeovers as well as branded infographics,
articles, blueprints, videos and instructions on top search
websites such as YouTube, MSN, The Weather Channel, eHow and
HowStuffWorks to help drivers prepare and complete projects around
the home with the help of Tundra. Through a sponsorship of live
NASCAR racing, the Tundra will deliver live in-race video content
on Twitter for the multi-tasking, multi-screen Twitter
follower.
On-site Experiences
A number of ride-and-drive experiences in the coming months will
allow guests a chance to get behind the wheel and experience the
2014 Tundra first-hand. Toyota-sponsored events and on-site
activations include Dew Tour, Supercross, Toyota Drive Center
events, Bass Pro Shops events, Monster Energy Cup, as well as
various country music festivals and military events.
Toyota first unveiled the redesigned Tundra at a press
conference at the Chicago Auto Show on February 7, 2013. The truck adds dramatically
bold elements of design, refinement, quality and craftsmanship,
while building upon its reputation for power, function and
reliability. Equipped with a powertrain that pulled the Endeavour,
it's the most stylish and capable Tundra yet.
For more information on the 2014 Toyota Tundra, visit
www.toyota.com/tundra.
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.
(Logo: http://photos.prnewswire.com/prnh/20030501/TOYLOGO)
SOURCE Toyota