PLANO, Texas, April 15, 2019 /PRNewswire/ -- Today Toyota
launches the "Greater Than" campaign for the world's best-selling
nameplate, the sleek, all-new 2020 Toyota Corolla. The campaign is
a perfect reflection of the Corolla sedan's bold new look and its
bumper-to-bumper, wheels-to-roof transformation. With more than 46
million Toyota Corollas sold globally, the all-new Corolla sedan
inspires a campaign that invites drivers to embrace the
ever-changing world and live the life they want.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8520951-toyota-corolla-2019-greater-than-campaign/
"The all-new Toyota Corolla sedan dares to make life a little
more adventurous," said Ed Laukes,
group vice president, Toyota Division Marketing, Toyota Motor North
America. "Given how popular Corolla sedan is, this campaign really
turns up the volume and inspires drivers to leave their mark."
The fully integrated campaign follows the Total Toyota
(T2) cross-agency model, a cohesive marketing
approach with collaboration from Saatchi & Saatchi, Burrell
Communications, Conill Advertising and Intertrend with Zenith Media
responsible for TV and Outdoor media buying.
Broadcast & Digital
A series of 30-second and
60-second broadcast and digital spots were created using
multicultural insights aimed at a transcultural mainstream
audience. The spots highlight specific vehicle features while
inviting drivers to stay inspired by choosing the road less
traveled.
Passion, adventure and music make a statement in the two spots,
"Train" and "Rainy Day." In "Rainy Day," Chaka Khan casts a spell with her original cover
of the famed song "I Put a Spell on You." The Queen of Funk sets
the mood for a couple that turns a mundane task into an
extraordinary adventure. "Train" portrays a charming pursuit,
backed by music from Ricky Nelson,
and introduces the U.S. market's first-ever Corolla Hybrid.
"'I Put a Spell on You' has been covered by a lot of artists,"
said Chaka Khan. "I loved the
opportunity to make it my own and create a signature soundtrack for
the Toyota spot."
Five spots – "We," "Sound Off," "Refuel," "Battle" and "Rescue"
– capture the spirit of an expressive, but straightforward and
determined generation. This generation is embracing their unique
side, with help from the all-new Corolla.
The endearing stories in the spots "Metalhead" and "All Natural"
feature a parent and an influencer jumping into the unknown, even
if it means getting a little uncomfortable, to show support for the
people they love, their family and their community.
Media Placements
The "Greater Than" TV spots will air
across high-profile prime programming including NBC, CBS, FOX, ABC,
BET, Telemundo and NBA Draft; interactive video units with Hulu,
Freeform and YuMe; integrated media partnerships with Billboard
Latin Music Awards, Hola Mexico Film Festival, MTV Video Music
Awards, ComplexCon, ComicCon, KCON and Gaana Music Festival; print
media includes Conde Nast
properties, People en Español; digital content includes Eater, CBS
This Morning, Hulu, Vevo, Hulu Latino and Fusion Media Group.
Additionally, spots will air within select movie titles in
theaters nationwide in conjunction with National CineMedia.
In a creative twist for out-of-home (OOH), Toyota crafted
market-specific "Greater Than" messaging such as: Highways >
Subways (NYC), Adrenaline >
Caffeine (Seattle), Wicked >
Good (Boston), Vanity > Modesty
(Miami), Me Time > On Time
(New Jersey), and Doin' >
Fixin' To (Dallas). A
time-specific digital OOH billboard placed in 10 key markets
features different messages across six dayparts, such as Restless
> Rested (4-7 a.m.), Early Bird
> Night Owl (7-10 a.m.), Midnight
> Midday (10 p.m. – 4 a.m.).
The broadcast and digital spots are available for viewing
here. For images and credits, please click here.
About the All-New Corolla Sedan
The all-new Corolla
sedan features both a gas model and the U.S.' first-ever Corolla
Hybrid, following the Hatchback model's arrival last summer. The
Corolla sedan's stylish new look paired with a more fun driving
experience, and standard advanced technology truly makes this car
greater than ever. Now, there really is a Corolla for everyone,
with features for all:
- All-new dynamic design
- TNGA platform for outstanding agility and comfort
- Standard Toyota Safety Sense 2.0
- 52 MPG combined EPA estimated fuel economy on Corolla
Hybrid
- Available new 169 horsepower, TNGA 2.0-liter Dynamic Force
Engine
- Available Dynamic-Shift CVT or six-speed manual
transmission
- Standard Apple CarPlay, Amazon Alexa compatibility and Wi-Fi
Connect
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 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 36,000 in the U.S.). Our 1,800
North American dealerships (nearly 1,500 in the U.S.) sold more
than 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.
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SOURCE Toyota