The Journey
Toyota
In 2020, amidst the challenges of a global pandemic, I had the opportunity to help Toyota reconnect with its audience during one of the most emotionally charged times of the year—the holidays. With the automotive industry facing unprecedented disruptions, including reduced vehicle sales and limited consumer mobility, the challenge was clear: how could Toyota make up for lost sales while staying relevant in an uncertain world?
Strategy on a Page: Toyota Journey Commercial
Business Problem:
Make up for lost vehicle sales due to COVID-19 during an extremely challenging time for consumers – the holidays.
Consumer Problem:
The pandemic disproportionately shook consumers’ ability to be together – an innate cultural need affecting every aspect of life.
Insight:
When the world strips away your ‘normal,’ glimpses of normalcy become magical.
The Idea:
Zig when others zag, turning would-be retail rush messaging into a rallying cry to be there for who matters most.
Toyota Single Message:
Small distances with those who matter most can create miles of magical memories.
Consumer Goal:
Feel connected even if isolated by Covid.
Business Goal:
Deliver against the competitive average for December 2020 across both emotional and traffic-driven metrics in an unprecedented year.
Campaign Results:
- We saw a 12% YoY lift in site traffic to toyota.com/español, the highest December traffic volume in the past two years.
- Hispanic Toyota sales in December increased by an impressive 7% YoY from December '19 to '20 despite COVID-19 and competitive challenges.
-Toyota sales recovered to pre-Covid levels with a 115% increase from April to December.
- Since 2018, Toyota earned its largest share lead of 7.4% with top competitor Honda in December 2020.
- Produced in both Spanish and English, “The Journey” premiered during the Thanksgiving Day Parade and on Sunday Night Football.
- "The Journey" was recognized among the top ten most impactful holiday commercials of 2020 by Ad Age and the ten best holiday ads of 2020 by Campaign magazine.