MIAMI, Sept. 28, 2017 /PRNewswire/ -- In an ongoing
effort to drive awareness around the Takata airbag inflator recall,
Toyota is launching a new, multi-channel ad campaign in three
priority markets, including Miami.
The "In about an hour" campaign urges drivers to take an hour out
of their day to get their airbag repaired.
While 19 manufacturers and tens of millions of vehicles are
involved in the Takata recall in the U.S., Toyota is focusing its
marketing in Miami, because the
region's hot, humid climate poses a greater risk for Takata airbag
inflators to rupture when the airbag deploys, causing potentially
serious injuries or even death.
The campaign launches this month with digital ads emphasizing
that airbag repairs are free, easy and fast, comparing some
everyday tasks to an airbag repair. Each takes "about an hour,"
but only one will "save your life," the campaign slogan asserts.
"It's an easy choice," the ad continues, "but millions of people
still haven't brought their affected vehicles in for a fast, free
repair."
The ads will direct people to the Toyota.com/Recall web site,
where Toyota, Lexus and Scion owners can enter their vehicle
identification number, or VIN, and find a local dealer to schedule
a repair. To help further promote awareness for involved Toyota
drivers, the campaign will use Facebook, Google AdWords, media
outreach, and radio Public Service Announcements. All campaign
materials will be available in English and Spanish.
In May 2016, the federal
government announced an industry-wide expansion of the Takata
airbag inflator recall. Miami is
in one of the priority zones for these recalls.
According to NHTSA, Takata airbag inflators installed in tens of
millions of U.S. vehicles by many manufacturers are subject to
recall due to a safety defect. These airbags have inflators that
can rupture during deployment and cause serious injury or even
death. Inflators in vehicles that have experienced prolonged
exposure to hot and humid conditions pose a greater risk of rupture
during deployment.
"So, what are you waiting for?" Toyota asks. Read a press
release, or save someone's life.
About Toyota
Toyota (NYSE:TM) has been a part of the
cultural fabric in the U.S. and North
America for 60 years, and is committed to advancing
sustainable, next-generation mobility through our Toyota and Lexus
brands. During that time, Toyota has created a tremendous
value chain as our teams have contributed to world-class design,
engineering, and assembly of more than 33 million cars and trucks
in North America, where we operate
14 manufacturing plants (10 in the U.S.) and directly employ more
than 46,000 people (more than 36,000 in the U.S.). Our 1,800
North American dealerships (nearly 1,500 in the U.S.) sold almost
2.7 million cars and trucks (2.45 million in the U.S.) in 2016 –
and about 85 percent of all Toyota vehicles sold over the past 15
years are still on the road today.
Toyota partners with community, civic, academic, and
governmental organizations to address our society's most pressing
mobility challenges. We share company resources and extensive
know-how to support non-profits to help expand their ability to
assist more people move more places. For more information about
Toyota, visit www.toyotanewsroom.com.
Media Contacts:
Victor Vanov
Toyota Motor North America
Safety Communications
469-292-1318
Patrick Hill
Jackson Spalding, for Toyota Motor
North America
404-724-2506
View original content with
multimedia:http://www.prnewswire.com/news-releases/toyota-ad-campaign-urges-miami-drivers-to-spend-an-hour-to-save-a-life-300527799.html
SOURCE Toyota Motor North America