PLANO, Texas, Feb. 4, 2019 /PRNewswire/ -- Putting a
spotlight on the journey just as much as the destination, Toyota's
all-new RAV4 marketing campaign, "What If?", invites consumers to
do more thanks to the capability and the confidence that comes from
driving the all-new 2019 Toyota RAV4.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8478551-toyota-2019-rav4-what-if-marketing-campaign/
The "What If?" campaign for Toyota's current best-selling
vehicle in the U.S. features three of the 2019 RAV4 grades – XSE HV
(Hybrid), Limited and Adventure grade – highlighting the RAV4's
ability to tackle the urban, suburban and great outdoors with
ease.
"The all-new RAV4 redefines the meaning of adventure, a
narrative that comes to life through the 'What If?'
campaign," said Ed Laukes,
group vice president, Toyota Marketing, Toyota Motor North America.
"The RAV4 is back like never before as it breaks the mold for the
segment it helped create 23 years ago."
The fully-integrated campaign was developed under Total Toyota
(T2), a cohesive marketing approach, inclusive of
multicultural marketing, bringing together its agencies into a
total market model called Total Toyota or T2. The
Total Toyota team includes Saatchi & Saatchi, Burrell
Communications, Conill Advertising and interTrend, with Zenith
placing TV and outdoor media buys.
Here's a glimpse of the creative by agency:
- Saatchi & Saatchi - "Missed It," featuring indie folk
band, Fleet Foxes, was directed by Markus
Walter of Reset. The spot depicts a young couple at the
airport in which the girl misses her flight in order to stay
behind. They make a journey out of it in their RAV4.
- Burrell Communications – "Bring the Heat," directed by
Markus Walter of Reset, follows
a group of foodie friends who are looking for the hottest
restaurants in town, delving outside their comfort zone. As they
do, a classic soul track comically acts as the soundtrack to their
misadventure to introduce the all-new RAV4. In "Fanatics," which
will go live in the Spring, a group of hoop fanatics fed up with
their favorite team go on an epic search to find a winner and
discover happiness in the unlikeliest of places thanks to the
all-new RAV4 Hybrid.
- Conill Advertising – In "Late," a group of friends arrive
fashionably late to a party and take their all-new RAV4 on a detour
to some fun adventures. In a second spot "Cousins" that will go
live in the Spring, a simple proposition like, "What if you meet my
family now?" becomes a multi-stop road trip across the country in
the all-new RAV4. The spots were directed by Ida Cuéllar.
- interTrend - Directed by Manes
Duerr is "Fort," in which a hero takes on the
challenge of building the ultimate doghouse with the help of the
all-new RAV4 and "Hooked," in which a tranquil fishing day turns
into a thrilling experience thanks to the all-new RAV4.
Toyota's return to the 2019 Super Bowl kicked off the "What If?"
campaign with a spotlight on two game-changers - the all-new RAV4
Hybrid and powerhouse female football player Antoinette "Toni"
Harris. The spot, "Toni," narrated by sportscaster Jim Nantz, features 22-year-old Detroit native Toni
Harris, the first female collegiate football player to play
a non-specialist position. Directed by legendary Super Bowl
director Joe Pytka, who has directed
more than 80 Super Bowl commercials, "Toni" was Pytka's first time
working with Toyota. Burrell Communications created and
produced Toni's story, with additional support from both Saatchi
& Saatchi and Zenith Media.
Media Placements
The "What If?" TV spots will air across high-profile prime and
sports programming such as The Voice, Will & Grace, and the
2019 NBA Playoffs; interactive video units with NBC, Discovery
& hulu; integrated media partnerships such as Twitter
sponsorship – Billboard GRAMMYsÒ Pre-Show, Great Big Story,
Tastemade, CNN Travel, Entertainment Weekly, People en Español and
Telemundo's "La Voz." Digital content includes Uproxx, NCAA March
Madness Live, Bleacher Report, ESPN.com, SI.com, YouTube, Snapchat
and more. Additionally, spots will air within select movie titles
in theaters nationwide in conjunction with National CineMedia.
About the 2019 RAV4
- Features an all-new robust design and a highly refined driving
experience
- New Dynamic Force 2.5L engine and Toyota Hybrid System
powertrains offer more power and improved MPG
- Second-generation Toyota Safety Sense (TSS 2.0) comes standard
on every RAV4
- The all-new, no-compromise sporty hybrid grade, XSE HV, has
more power, standard All-Wheel Drive and anticipated class-leading
MPG
- Enhanced off-road capabilities with available Multi-Terrain
Select and available segment- and Toyota-first, Dynamic Torque
Vectoring All-Wheel Drive with Rear Driveline Disconnect
- Standard Entune 3.0 with Wi-Fi Connect Powered by Verizon,
Amazon Alexa, and Apple CarPlay compatibility
The "What If?" spots are available for viewing here. Click here
to view the 2019 Toyota Super Bowl spot, "Toni." All 2019 RAV4 gas
models are on sale now in dealerships. 2019 RAV4 Hybrid models
arrive in the Spring. For images and credits please click here.
About Toyota
Toyota (NYSE:TM) has been a part of the cultural fabric in the U.S.
and North America for more than 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 38 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 2.8 million
cars and trucks (2.4 million in the U.S.) in 2018 – and about 87
percent of all Toyota vehicles sold over the past 16 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
469-292-5849
leigh.sessions@toyota.com
Marissa Borjon
Toyota Motor North America
469-292-6395
Marissa.borjon@toyota.com
Jana Hartline
Saatchi for Toyota
310-738-4612
jana.hartline@saatchi.com
View original
content:http://www.prnewswire.com/news-releases/rav4-what-if-campaign-features-an-invitation-to-do-more-300789167.html
SOURCE Toyota