“The Greater Than Ever” Corolla Launch
Four ad agencies. Three car launches. Two years in the making. One campaign.
How do you launch the redesigned Toyota Corolla, the best-selling car on Earth? With a long-standing reputation for being a smart reliable choice, but a bit boring, we chose to focus on drivers who were anything but boring. They are story makers and know that experiences are “greater than” anything else and need a capable car ready for anything. The 360º “Greater Than” campaign was simple enough to extend across three launches: Corolla Sedan, Hybrid and Hatchback. Plus, it was universal enough to translate into multiple languages and was adopted by Toyota’s three multicultural agencies that created their own “Greater Than” executions. The Sedan/Hybrid launch alone was massive with a $99 million media buy, 250 media partners and 4.7 billion impressions. Ultimately, the campaign delivered Corolla sales gains in a dramatically shrinking sedan market.
Even the Queen of Funk, Chaka Khan, jumped on board to help promote the Corolla by recording her own sultry version of the classic song “I Put A Spell On You” for one of our spots. How cool is that?!
Television
In-Cinema
Wild Postings
Multiple postings in New York, Chicago and Los Angeles.
National OOH
City-Specific OOH
Time-Specific Digital OOH
As the time of day changed, the creative changed accordingly.
Social Videos
Copywriter: Ben Stein, Art Director: Krista Metcalf
Behind-The-Scenes Music Video
The Queen of Funk, Chaka Khan, recorded her own sultry version of the classic song “I’ve Got A Spell On You” for our spot, “Rainy Day”. Her label released the song as a single. The behind-the-scenes video was promoted in music and advertising trades, Instagram Stories, Toyota’s YouTube channel, Chaka Khan’s social network, African American media, etc.
Radio
Copywriter: Sammy Monk