PLANO, Texas, Sept. 17, 2018 /PRNewswire/ -- "Tablet down,
let's go" says dad as the family preps for the road trip. They pile
into their all-new 2019 Toyota Corolla Hatchback and take off
on an adventure. Before you know it, the tablet is forgotten, and
life takes over. This family is living life "Greater Than" before,
and the Corolla Hatchback helped them get there.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8391151-toyota-corolla-2019-hatchback-greater-than-campaign/
Toyota's new 2019 Corolla Hatchback national marketing campaign,
titled "Greater Than", promises a vehicle that enables drivers to
live in the moment and experience life to the fullest. The
fun-to-drive hatchback evokes style without compromise while
boosting Toyota's newest, most technologically-advanced features in
a small car. The campaign highlights the fact that Corolla
drivers continually carve out opportunities to come together with
friends and loved ones for unique adventures and great times
together. Because a life well lived is truly "Greater Than".
"With this campaign, our goal was to authentically connect with
our target audiences in unique ways", said Lisa Materazzo, vice president vehicle marketing
and communications, Toyota Motor North America. "We have created an
assortment of intriguing executions that highlight the energy and
excitement of creating new experiences and living life in the
moment."
"Greater Than" features six 30-second spots created for TV and
digital placements, as well as a mix of 15-second and 6-second
spots. The fully-integrated campaign targets a transcultural
audience with assets developed by three of Toyota's agencies
of record, including Saatchi & Saatchi, Conill and Intertrend
Communications.
Here's a glimpse of the 30-second spots by agency:
- Saatchi & Saatchi - three spots directed by Jones + Tino, 1) "Roots," in which a family
experiences the joy of a spontaneous, fun-filled day, 2)
"Piñata," where a group outing culminates with a
birthday surprise and 3) "Scratches," inspired by an unanticipated
journey off the beaten path.
- Conill - "Anthem", directed by Albert Uria, celebrates that the
individuality of the target through a minority is greater than
majority juxtaposition.
- Intertrend – "New Guy", directed by Lino Russell, in which the hero pursues an
unconventional career path in eSports and "Catwalk", also directed
by Russell, inspired by the strong trend of start-ups.
The print campaign featuring the unexpected Dirty > Clean,
Lost > Found and Detours > Plans, raise the unspoken
sentiments of living in the moment, embracing a new experience,
challenging traditional stereotypes and pursing passions.
Media Placements
The "Greater Than" TV spots will air in select targeted cable
programming across NBCU, FOX Networks, Viacom, Turner, A+E, ESPN,
Telemundo, Discovery en Espanol, Univision and more. Additional
elements of the campaign include dynamic digital, audio, and print
ads in high profile publications across Meredith, Hearst and
Conde Nast. New integrated media
partnerships include Oath, imgur, ESPN Nacion, Billboard, e-sports,
the 2018 Latin American Music Awards, drifting platforms and more.
Additionally, spots will air within select movie titles in theaters
nationwide in conjunction with National CineMedia.
About the 2019 Toyota Corolla Hatchback
The all-new Toyota Corolla Hatchback wows with a mix of style,
dynamic performance and technology. It also features some
powerful perks:
- First North American application of standard Toyota Safety
Sense 2.0, with Lane Tracing Assist, Road Sign Assist, Lane
Departure Alert with Steering Assist, Full-Speed Range Dynamic
Radar Cruise Control (automatic), Dynamic Radar Cruise Control
(manual) and Pre-Collision System with Pedestrian Detection
- All-new high-function, dynamic design
- All-new TNGA platform 2.0-liter four-cylinder engine with
six-speed intelligent manual transmission or dynamic-shift
CVT, offering more power, MPG and driving dynamics
- Standard Entune 3.0 audio with 8-inch touchscreen, wi-fi
connect, Amazon Alexa and Apple CarPlay Compatibility
With two available grades, SE and XSE, the new Corolla Hatchback
will accommodate a wide array of drivers ready to keep life
interesting.
The "Greater Than" spots are available for viewing here. View
photos of the all-new Corolla Hatchback here. The vehicle is on
sale now in dealerships.
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 36 million cars and trucks
in North America, where we operate
14 manufacturing plants (10 in the U.S.) and directly employ more
than 47,000 people (more than 37,000 in the U.S.). Our 1,800
North American dealerships (nearly 1,500 in the U.S.) sold more
than 2.7 million cars and trucks (2.4 million in the U.S.) in 2017
– and about 87 percent of all Toyota vehicles sold over the past 15
years are still on the road today.
Through the Start Your Impossible campaign, Toyota highlights
the way it partners with community, civic, academic and
governmental organizations to address our society's most pressing
mobility challenges. We believe that when people are free to move,
anything is possible. For more information about Toyota,
visit www.toyotanewsroom.com.
Media Contacts:
Leigh Anne Sessions
Toyota Motor North America
424-488-4200
leigh.sessions@toyota.com
Jana Hartline
Saatchi for Toyota
310-738-4612
jana.hartline@saatchi.com
Kimberly Harms
Saatchi for Toyota
702-234-9517
kimberly.harms@saatchi.com
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SOURCE Toyota