And lots of new safety and technological features in the 2015 Toyota Sienna.
Check out the new commercial/song feature Busta Rhymes HERE.
Look for the 2015 Swagger Wagon (er, Toyota Sienna) at Burien Toyota soon!
Wednesday, October 29, 2014
2015 Toyota Sienaa-Swagger Wagon with Busta Rhymes
And lots of new safety and technological features in the 2015 Toyota Sienna.
Check out the new commercial/song feature Busta Rhymes HERE.
Look for the 2015 Swagger Wagon (er, Toyota Sienna) at Burien Toyota soon!
Saturday, October 18, 2014
Toyota is Global Hybrid Leader with Sales of 7 Million
Recent million-unit milestone achieved in record time
[We remember writing a blog when Toyota hit the six million unit mark! Remember, Burien Toyota is the hybrid headquarters of the Puget Sound area, so stop by to see why Toyota hybrids are selling at an exponential rate!]
Toyota Motor Corporation announced today global hybrid sales surpassed the 7 million unit mark in September. Toyota achieved this latest million-unit hybrid milestone at the record pace of nine months.
“Hitting the 7 million mark represents our customers’ recognition of the benefits of Toyota and Lexus hybrid vehicles,” said Bob Carter, Toyota senior vice president of automotive operations. “The appeal of excellent fuel economy, driving dynamics and the quality of our vehicles combined with our dealers’ dedication to customer service makes Toyota the undeniable leader in hybrid technology.”
Including hybrid vehicles launched this year, Toyota will introduce a total of 15 new hybrids globally through 2015. Hybrids launched this year comprise the Voxy Hybrid and Noah Hybrid in Japan only (January), and the Lexus NX 300h (July). This month Toyota will introduce the Lexus RC 300h. Toyota plans to continue expanding its hybrid lineup and increase the number of countries and regions where it sells hybrid vehicles.
Today Toyota sells 27 different hybrid passenger car models and one plug-in hybrid model in more than 90 countries and regions. In the U.S., Toyota and Lexus offer 12 hybrid models and one plug-in model, which account for 70 percent of industry hybrid sales.
In 2000, Toyota introduced its Prius hybrid to the U.S., a marquee vehicle that established mainstream adoption of hybrid technology. Today, Toyota and Lexus hybrid sales in the U.S. are well over 2 million, and the Prius is on its way to becoming the no. 1 selling vehicle in California for the third year in a row.
By achieving global mass-market appeal, Toyota hybrids have created a significant positive impact in gasoline consumed and emissions generated by driving. To date Toyota hybrid vehicles have resulted in approximately 49 million fewer tons* of CO2 emissions and saved 4.75B gallons of gasoline than would have been emitted or used by gasoline-powered vehicles of similar size and driving performance.
Although Toyota provides consumers a portfolio of options, including pure electrics and a fuel cell that will go in sale in summer 2015, hybrids will remain its core technology. Toyota therefore plans to continue working to enhance performance, reduce costs and expand its product lineup to create vehicles popular with consumers.
[We remember writing a blog when Toyota hit the six million unit mark! Remember, Burien Toyota is the hybrid headquarters of the Puget Sound area, so stop by to see why Toyota hybrids are selling at an exponential rate!]
“Hitting the 7 million mark represents our customers’ recognition of the benefits of Toyota and Lexus hybrid vehicles,” said Bob Carter, Toyota senior vice president of automotive operations. “The appeal of excellent fuel economy, driving dynamics and the quality of our vehicles combined with our dealers’ dedication to customer service makes Toyota the undeniable leader in hybrid technology.”
Including hybrid vehicles launched this year, Toyota will introduce a total of 15 new hybrids globally through 2015. Hybrids launched this year comprise the Voxy Hybrid and Noah Hybrid in Japan only (January), and the Lexus NX 300h (July). This month Toyota will introduce the Lexus RC 300h. Toyota plans to continue expanding its hybrid lineup and increase the number of countries and regions where it sells hybrid vehicles.
Today Toyota sells 27 different hybrid passenger car models and one plug-in hybrid model in more than 90 countries and regions. In the U.S., Toyota and Lexus offer 12 hybrid models and one plug-in model, which account for 70 percent of industry hybrid sales.
In 2000, Toyota introduced its Prius hybrid to the U.S., a marquee vehicle that established mainstream adoption of hybrid technology. Today, Toyota and Lexus hybrid sales in the U.S. are well over 2 million, and the Prius is on its way to becoming the no. 1 selling vehicle in California for the third year in a row.
By achieving global mass-market appeal, Toyota hybrids have created a significant positive impact in gasoline consumed and emissions generated by driving. To date Toyota hybrid vehicles have resulted in approximately 49 million fewer tons* of CO2 emissions and saved 4.75B gallons of gasoline than would have been emitted or used by gasoline-powered vehicles of similar size and driving performance.
Although Toyota provides consumers a portfolio of options, including pure electrics and a fuel cell that will go in sale in summer 2015, hybrids will remain its core technology. Toyota therefore plans to continue working to enhance performance, reduce costs and expand its product lineup to create vehicles popular with consumers.
Toyota Fuel Cell Vehicle and Lexus Line Up Ready For Celebrity Close Up
Hosted by the Environmental Media Association (EMA), the awards honor individuals within the entertainment industry for efforts to promote environmental messages. This is Lexus and Toyota’s 14th year as the award’s presenting sponsors, and the first time celebrities will rub shoulders with the zero-emission hydrogen vehicle on the West Coast. The FCV will go on sale in California in late 2015.
“Toyota and Lexus are proud to support the broad, positive environmental influence these individuals have through their work,” said Bob Carter, senior vice president, automotive operations, Toyota Motor Sales, U.S.A., Inc. “The influencers at the EMA awards lead not only Hollywood’s conversations about environmental issues, but the country’s, and we’re looking forward to starting the fuel cell conversation.”
Also featured at the ceremony will be the newest member of the Lexus hybrid line up, the NX 300h, as well as the crowd favorite ES 300h. The all-new 2015 NX 300h pairs athletic styling with agile driving dynamics for a crossover that drives as well as it looks. The highly capable NX 300h offers a utility-focused alternative to a sport sedan with a versatile cargo area. The ES 300h sedan is one of the most fuel-efficient luxury sedans in its segment with a modern and progressive interior that features 40 inches of rear seat legroom.
Hosted by actor, director and environmentalist Ed Begley Jr., the event will bring together industry insiders who bring environmental issues to the forefront of television and film. The 2014 honorees include Daniel Abbasi, Joel Bach, James Cameron, David Gelber, Arnold Schwarzenegger, Jerry Weintraub and Maria Wilhelm who served as executive producers for Showtime’s “Years Of Living Dangerously.” Award categories recognize feature films, documentaries and TV episodes, as well as individuals. Toyota Motor Sales, USA, Inc. is a member of the EMA Corporate Board.
California residents have the opportunity to purchase tickets for the Fuel Cell Vehicle auction by visiting www.biddingforgood.com. Each ticket costs $100 or $500 for six, and the winner will be announced during the event. Proceeds will benefit EMA programs. More information about the FCV is available at www.toyota.com/fuelcell.
The Environmental Media Association, organizer and host of the awards, is a nonprofit founded by Cindy and Alan Horn and Lyn and Norman Lear in 1989. EMA’s mission is to mobilize the entertainment industry in educating people about environmental issues.
For more information on Toyota and Lexus environmental initiatives, please visitwww.toyota.com/about/environment. The Environmental Media Awards will be livestreamed atwww.facebook.com/EMAOnline and www.ema-online.org.
Wednesday, October 15, 2014
You're Invited: New Toyota Owner Event Oct. 23
Join the Burien Toyota family for a one-day special new owner event on Thursday, October 23, 2014. Hors d'oeuvres start at 6:30pm and the clinic starts at 7pm.
At the Event you will learn how to:
Attendees will also get to enter to win a new flat-screen television and other great door prizes just for attending! You will also get a coupon to save an additional 10% on Toyota parts and accessories.
"These events are a great opportunity to meet our incredible customers," said general sales manager Ted Klarich. "We want all our new owners to get started on the right foot by providing them with information they need to get the most out of their Toyota...and win some prizes!"
We would love for you to join us for the New Owner Event on Oct. 23. Please RSVP by calling Sharon Daniels at 866-295-8235 or filling out the form online HERE.
At the Event you will learn how to:
- Optimize your fuel economy
- Protect your investment through proper maintenance
- Make the most of your vehicle's technology and safety features
- Maximize the dependability of your Toyota with genuine Toyota parts and accessories
- Hear from factory-trained technicians
- Learn how to schedule a service appointment and where to go
Attendees will also get to enter to win a new flat-screen television and other great door prizes just for attending! You will also get a coupon to save an additional 10% on Toyota parts and accessories.
"These events are a great opportunity to meet our incredible customers," said general sales manager Ted Klarich. "We want all our new owners to get started on the right foot by providing them with information they need to get the most out of their Toyota...and win some prizes!"
We would love for you to join us for the New Owner Event on Oct. 23. Please RSVP by calling Sharon Daniels at 866-295-8235 or filling out the form online HERE.
Monday, October 13, 2014
Toyota Celebrates Its Hispanic Familia
New Campaign Builds on 10 Years as No. 1 Auto Manufacturer in the Hispanic Market
Family sticks together, and Latinos have consistently chosen Toyota to be part of their family. To celebrate this bond and give back to loyal customers, Toyota launched the “More Than a Car” or “Más Que Un Auto” gratitude campaign, a program that pays tribute to vehicles’ role in the everyday lives of Toyota’s Hispanic consumers.
The “More Than A Car” program recognizes that Toyota drivers see their cars as members of their families and nothing says you’re family like your own family nickname. Drivers can personalize their vehicles with physical car name badges. The raised, 3D-printed badges give fans the chance to formalize the love – and place in the family – for their vehicles.
Fans can order their badges through www.masqueunauto.com...Fans will experience Toyota’s “More Than a Car” campaign for the first time live from the grounds. Those who aren’t at the festival can join the fun through the hashtag #MoreThanACar or #MásQueUnAuto. Toyota will engage with fans through its @ToyotaLatino channel.
“We thank the Hispanic community for making Toyota its favorite brand for 10 years, a milestone that reflects both their continuing loyalty and importance to us as a company,” said Jack Hollis, vice president of Toyota Division marketing at Toyota Motor Sales, U.S.A., Inc. “Beginning with our presence at the Supersonico festival, then continuing this year with the ‘More Than a Car’ campaign, we’ll thank our loyal customers for welcoming us into their families.”
Closer to home, Burien Toyota recognizes how important its Hispanic Familia is to the community and to Burien Toyota.
"Every culture is unique and has something incredible to offer the community and business alike," said Ted Klarich, general sales manager at Burien Toyota. "The Hispanic community, and they really are family, plays such an integral part in our local community and our business. We are grateful for them."
The “More Than A Car” program recognizes that Toyota drivers see their cars as members of their families and nothing says you’re family like your own family nickname. Drivers can personalize their vehicles with physical car name badges. The raised, 3D-printed badges give fans the chance to formalize the love – and place in the family – for their vehicles.
Fans can order their badges through www.masqueunauto.com...Fans will experience Toyota’s “More Than a Car” campaign for the first time live from the grounds. Those who aren’t at the festival can join the fun through the hashtag #MoreThanACar or #MásQueUnAuto. Toyota will engage with fans through its @ToyotaLatino channel.
“We thank the Hispanic community for making Toyota its favorite brand for 10 years, a milestone that reflects both their continuing loyalty and importance to us as a company,” said Jack Hollis, vice president of Toyota Division marketing at Toyota Motor Sales, U.S.A., Inc. “Beginning with our presence at the Supersonico festival, then continuing this year with the ‘More Than a Car’ campaign, we’ll thank our loyal customers for welcoming us into their families.”
Closer to home, Burien Toyota recognizes how important its Hispanic Familia is to the community and to Burien Toyota.
"Every culture is unique and has something incredible to offer the community and business alike," said Ted Klarich, general sales manager at Burien Toyota. "The Hispanic community, and they really are family, plays such an integral part in our local community and our business. We are grateful for them."
Toyota Division is Top Retail Brand for Ninth Straight Month
Toyota, Scion and Lexus today reported total September 2014 sales results of 167,279 units, an increase of 1.7 percent over September 2013 on a raw-volume basis unadjusted for 24 selling days this period versus 23 last year.
All three brands combined for third quarter results of 629,181 units, the highest since 2007.
Toyota division posted September 2014 sales of 145,427 units, flat year-over-year on a raw-volume basis compared to September 2013.
“Auto sales remained strong in September and rounded out an excellent third quarter, the best for the industry since 2006,” said Bill Fay, Toyota division group vice president and general manager. “SUVs and crossovers continue to be the industry’s hot spots, and RAV4 and 4Runner both saw double-digits gains.”
Lexus reported September sales of 21,852 units, an 11.9 percent increase on a raw-volume basis year-over-year.
“September was a good month for Lexus, with both passenger cars and luxury utility vehicles showing nice gains,” said Steve Hearne, Lexus vice president of sales and dealer development. “Combined Lexus sales were up for the 12th consecutive month and outperformed both the industry and the luxury segment.”
Other Highlights:
All three brands combined for third quarter results of 629,181 units, the highest since 2007.
Toyota division posted September 2014 sales of 145,427 units, flat year-over-year on a raw-volume basis compared to September 2013.
“Auto sales remained strong in September and rounded out an excellent third quarter, the best for the industry since 2006,” said Bill Fay, Toyota division group vice president and general manager. “SUVs and crossovers continue to be the industry’s hot spots, and RAV4 and 4Runner both saw double-digits gains.”
Lexus reported September sales of 21,852 units, an 11.9 percent increase on a raw-volume basis year-over-year.
“September was a good month for Lexus, with both passenger cars and luxury utility vehicles showing nice gains,” said Steve Hearne, Lexus vice president of sales and dealer development. “Combined Lexus sales were up for the 12th consecutive month and outperformed both the industry and the luxury segment.”
Other Highlights:
- A successful Camry sell-down continues with sales of more than 28,500 units
- All-new Corolla posts sales of 20,530
- Avalon up nearly 8 percent
- Toyota and Lexus hybrids topped 21,000 units, accounting for about 70 percent of industry hybrid sales
- Toyota SUVs up 35.1 percent, posts best-ever September
- All-new RAV4 led record SUV sales with increase of 42.7 percent, a best-ever September
- All-new Highlander up nearly 22 percent
- 4Runner up 76 percent
- Pickups top 20,000 units, up 1 percent
- All-new Lexus IS increased 13 percent
- Lexus GS up 29 percent
- Lexus CT up 35 percent
- Lexus ES remains passenger car leader with sales of nearly 5,800 units
- Lexus luxury utility vehicles up over 7 percent
- Lexus RX posts sales of nearly 7,500
- Lexus GX posts triple-digit gains for the eleventh month in a row
Sunday, October 12, 2014
Toyota Still Most Valuable Auto Brand on Interbrand’s 2014 Best Global Brands Report
Toyota Climbs to No. 8 on Interbrand’s 2014 'Best Global Brands' with 20 Percent Brand Value Growth
Playful campaigns, commitment to women leaders and its zero-emission “Car of the Future” Fuel Cell Vehicle are just a few of the reasons Interbrand ranked Toyota the 8th most valuable global brand in its annual report. Up from No. 10 in 2013, Toyota’s brand value increased by 20 percent to $42.4 billion, the highest Toyota has achieved. Toyota again ranked as the most valuable automotive brand.
“We are honored to once again be included on Interbrand’s Best Global Brands, a distinction we owe to our dedicated associates, incredible dealers and loyal guests,” said Jack Hollis, vice president of Toyota Division Marketing at Toyota Motor Sales, U.S.A., Inc. “At Toyota, we’re not just thinking about where the automobile industry is headed – we’re committed to leading the way to the future of mobility. This recognition from Interbrand is a testament to Toyota’s “Let’s Go Places” experience, and our strong commitment to our retail guests.”
"Since 2004, Toyota has consistently led as the most valuable automotive brand on Best Global Brands," said Jez Frampton, Global CEO of Interbrand. "I congratulate Toyota on their strong performance on the ranking this year, and for earning a top position among the world's most valuable brands."
Interbrand publishes the ranking of the top 100 brands based on a unique methodology analyzing the many ways a brand touches and benefits an organization, from attracting top talent to delivering on customer expectation. Three key aspects contribute to a brand’s value: 1) the financial performance of the branded products or services; 2) the role of brand in the purchase decision process; and 3) the strength the brand has to command a premium price, or secure earnings for the company.
Toyota’s increase in brand value reflects its recent global initiatives, including the Toyota Mobility Foundation, which addresses mobility challenges worldwide, and collaborations on innovative technologies that enhance sustainable transportation, such as fuel cell engineering and electric drivetrains. Toyota ranks No. 2 among the top 50 ‘Best Global Green Brands’ by Interbrand.
Just this week, Toyota introduced the bold new 2015 Camry with a marketing campaign for America’s top-selling car that challenges people from coast to coast to live inspired lives while taking them to places they’ve never been before. The campaign—entitled ‘One Bold Choice Leads to Another’—is the first major initiative under Total Toyota (T-Squared), a total market model that creates a more cohesive marketing approach to Toyota’s paid, earned and owned media by unifying the efforts of previously separate agencies.
Beyond developing vehicles with the latest safety features, Toyota also educates and empowers all people on the road to ‘go safely,’ with specialized initiatives for children (Buckle Up For Life), teens (TeenDrive365) and adults (AARP Driver Safety). TeenDrive365, Toyota’s comprehensive teen safe driving initiative, continues to help families navigate their teen’s first years behind the wheel and encourages parents to be the drivers they want their teens to be.
The Toyota Production System Support Center (TSSC) also shares its award-winning Toyota Production System to help organizations strengthen the quality and efficiency of their production systems. In addition to helping nonprofits and community organizations, Toyota also collaborated with Herman Miller to improve its manufacturing processes, dramatically cutting lead times and growing Herman Miller’s sales and profitability.
Interbrand’s recognition is especially significant as Toyota will unite as one company at its new, state-of-the-art North American headquarters in Plano, Texas. Toyota will move from a group of dedicated affiliates to becoming one, united company under the One Toyota vision.
“We are honored to once again be included on Interbrand’s Best Global Brands, a distinction we owe to our dedicated associates, incredible dealers and loyal guests,” said Jack Hollis, vice president of Toyota Division Marketing at Toyota Motor Sales, U.S.A., Inc. “At Toyota, we’re not just thinking about where the automobile industry is headed – we’re committed to leading the way to the future of mobility. This recognition from Interbrand is a testament to Toyota’s “Let’s Go Places” experience, and our strong commitment to our retail guests.”
"Since 2004, Toyota has consistently led as the most valuable automotive brand on Best Global Brands," said Jez Frampton, Global CEO of Interbrand. "I congratulate Toyota on their strong performance on the ranking this year, and for earning a top position among the world's most valuable brands."
Interbrand publishes the ranking of the top 100 brands based on a unique methodology analyzing the many ways a brand touches and benefits an organization, from attracting top talent to delivering on customer expectation. Three key aspects contribute to a brand’s value: 1) the financial performance of the branded products or services; 2) the role of brand in the purchase decision process; and 3) the strength the brand has to command a premium price, or secure earnings for the company.
Toyota’s increase in brand value reflects its recent global initiatives, including the Toyota Mobility Foundation, which addresses mobility challenges worldwide, and collaborations on innovative technologies that enhance sustainable transportation, such as fuel cell engineering and electric drivetrains. Toyota ranks No. 2 among the top 50 ‘Best Global Green Brands’ by Interbrand.
Just this week, Toyota introduced the bold new 2015 Camry with a marketing campaign for America’s top-selling car that challenges people from coast to coast to live inspired lives while taking them to places they’ve never been before. The campaign—entitled ‘One Bold Choice Leads to Another’—is the first major initiative under Total Toyota (T-Squared), a total market model that creates a more cohesive marketing approach to Toyota’s paid, earned and owned media by unifying the efforts of previously separate agencies.
Beyond developing vehicles with the latest safety features, Toyota also educates and empowers all people on the road to ‘go safely,’ with specialized initiatives for children (Buckle Up For Life), teens (TeenDrive365) and adults (AARP Driver Safety). TeenDrive365, Toyota’s comprehensive teen safe driving initiative, continues to help families navigate their teen’s first years behind the wheel and encourages parents to be the drivers they want their teens to be.
The Toyota Production System Support Center (TSSC) also shares its award-winning Toyota Production System to help organizations strengthen the quality and efficiency of their production systems. In addition to helping nonprofits and community organizations, Toyota also collaborated with Herman Miller to improve its manufacturing processes, dramatically cutting lead times and growing Herman Miller’s sales and profitability.
Interbrand’s recognition is especially significant as Toyota will unite as one company at its new, state-of-the-art North American headquarters in Plano, Texas. Toyota will move from a group of dedicated affiliates to becoming one, united company under the One Toyota vision.
Thursday, October 9, 2014
Boldness, Branding and B.B. King: Toyota Launches 2015 Camry Campaign
The campaign—entitled ‘One Bold Choice Leads to Another’—is the first launch initiative under Total Toyota (T2), a total market model that creates a more cohesive marketing approach to Toyota’s paid, earned and owned media by unifying the efforts of previously separate agencies.
“The 2015 Camry launch campaign captures what the new Toyota brand is all about,” said Jack Hollis, Vice President, Marketing, Toyota Motor Sales, U.S.A., Inc. “When we created our new marketing model less than a year ago, our quest was to connect with guests in more exciting and relevant ways. This campaign is just the beginning, and we think our drivers will be able to feel the new energy we’re bringing to the brand.”
All of the T2 agencies (Saatchi & Saatchi Los Angeles, Burrell Communications, Conill, InterTrend Communications and Zenith) came together under Saatchi LA’s leadership to arrive at a core idea for the campaign. Once established, the core idea served as the guide for all of the creative work, which targets the total market, including highly-targeted efforts in diversity segments.
The campaign reflects the increasingly diverse American landscape. Consumer research for this campaign uncovered insights that united the Generation X target across multiple ethnic markets. The result was an inspiring connection between a vehicle that's doing something unexpected with its bold new styling and a generation that likes to stand out as individuals. The respective media and creative departments within the T2 model also worked together to ensure that interesting content is delivered to consumers when and where it's relevant for their lifestyles.
“The campaign centers on a pivotal message: One bold choice leads to another,” said Jason Schragger, Chief Creative Officer at Saatchi & Saatchi LA, who is leading the T2 creative process. “Through our research, we know buying a car today means buying the label that goes along with it. The boldness of the Camry’s new redesign communicates an unexpected, emotional thrill, and we wanted to capture that spirit of imagination and zest for life while connecting with consumers in meaningful and relevant ways.”
Elements of the campaign include mass reach media, custom programs that speak to guests’ passions with a bold twist, and collaborations with Toyota media partners.
Broadcast
A total of six broadcast spots were developed using multi-cultural insights aimed at a transcultural audience. The commercials share stories of drivers who make a series of bold life choices, each one ending with a touching human moment that aligns with Toyota’s Let’s Go Places tagline.
The :30 debut spot called “Guitar” shows a woman who goes to a storage auction and hits the jackpot (spoiler alert: “Guitar” stars blues legend B.B. King). Another :30 spot, named “Breakout,” features a young man who makes a daring decision at a wedding. A third :30 spot, “Bucket List,” tells the story of a man who takes the trip of a lifetime with someone he hasn’t seen in far too long.
Additionally, “Fix” features a husband’s bold driving skills while chasing a frozen yogurt truck in his new Camry to deliver a tasty treat to his very happy, pregnant wife. “Movie Premiere” follows a dapper man to a movie premiere. As he leaves in his Camry, the lead actress escapes the ensuing paparazzi, hops into the vehicle’s passenger side, and they drive off together. In “Park,” a husband and wife “sneak” into an amusement park after hours in their Camry for a surprise, romantic dinner to celebrate a special occasion.
The 2015 Camry also stars in print ads that communicate a series of adventurous decisions made by its drivers, ultimately inviting consumers to become bolder versions of themselves.
Digital
Toyota’s Camry iAd invites users to go inside the banner unit and become immersed in one driver’s big adventure. Using Apple’s gyroscope technology, the user experiences the situation from the driver’s seat through both audio and video components. Hotspots and Easter eggs increase engagement levels and provide more information about the vehicle.
Social
Toyota will partner with Facebook to launch a data-driven creative campaign that leverages more than 50 pieces of content to deliver meaningful messages to users specifically based on their interests, preferences and car shopping habits.
The 2015 Camry will also find itself in the middle of a bold surprise with a few of YouTube’s biggest stars behind its wheel.
Building on this bold surprise and its excitement, Toyota will launch an action-packed interactive film on Instagram and other social video channels that will put social users in direct control. Anchored by a well-known Latin-American celebrity behind the wheel of the bold new Camry, social users will select from among numerous bold decisions to create a unique storyline of events.
In addition, Toyota will bring together a diverse group of social influencers with various artistic backgrounds for a number of bold collaborations. The program will tap into the power of their social communities by allowing fans and followers to help create a one-of-a-kind art project.
Another socially-driven initiative will document famous a chef as he visits well-known restaurants to find and share bold, new dishes. Fans can follow the culinary trail and share their own personal recipes.
Experiential
Toyota will turn the Ride & Drive experience on its head for the new Camry, giving guests the opportunity to truly experience the vehicle’s boldness. Toyota will also sponsor the annual Drama Fever Awards, where fans will be able to enter for a chance to attend the event, meet the stars, and be part of the experience. Camry will award a new "Bold and Beautiful" category to a celebrity who has taken bold moves in his or her career.
Radio
One radio spot was produced for the campaign. It tells the story of a young man following the beat of a different drum. He makes bold moves in his new Camry as he deciphers Morse Code.
Background on 2015 Camry
The 2015 Camry made its global debut on April 16 at the New York International Auto Show. More aggressive than its predecessor, the vehicle features improved dynamic performance, a premium interior with a quieter cabin, and advanced safety technologies. The 2015 model ensures that the driver gets noticed for all the right reasons, and there’s an emotional thrill in surprising others with an unexpected side. It was boldly designed in the United States, at Toyota Technical Center in Ann Arbor, Michigan. Every Camry sold in North America is built at Toyota’s plant in Georgetown, Kentucky, where more than 7,000 workers produce a Camry every 54 seconds.
Since the Camry first went on sale in 1983, Toyota has sold more than 10.2 million units in the United States alone (408,000 in 2013). Of the Camry models sold in the last 20-plus years, nearly two-thirds of them remain on the road today.