Engaging Consumers in a New Media World Kim McCullough Corporate Manager, Marketing Communications Ten launches in past two years Need to be more strategic allocating our budget and resources Complement TDA efforts and rely on them to sustain vehicles Coordinate with all partners (diversity, direct, etc) to ensure all communications are working together Minimize overlap and maximize joint efficiencies What does this mean…. Spirit of Kaizen is more important than ever Flexibility provides the ability to respond to business needs Evolving media mix responds to changing behavior and needs of consumers

Know the Customer…Personally Actionable insights Brand Relevance Engagement 17 models = 17 different answers Every body says it’s important to understand the customer. But it’s not enough to understand them, you need to know them…personally. You need real, tangible insights that are actionable. Not just reams of homogenized data that make all youth targets look the same. With four youth models we need to find a way to differentiate between them. You need to find a way to make your brand relevant. And make sure customers are engaged in the properties you choose. The most compelling creative, out of context will have no impact. In fact it can have just the opposite effect. So what I’m saying is….don’t be afraid of intimacy.

The reality of media today… The expanding definition of “media” is creating more content choices… The ability to create your own content… eBlogger Create a blog or a website And block unwanted content… The reality of media today is: Consumers have many more choices. Not just the proliferation of media outlets but the ability to develop their own content. Build their own programming and block content they don’t want. *not tech only

Personalization; Not Generalization MEDIA CREATIVE CONTEXT CONTENT It about personalizing your communications. Applying those insights to make your brand and communications relevant to the customer by: Building customized media mixes Creating individualized creative Delivered in the right context Adjacent to relevant content

The Result = NO TWO PLANS ARE ALIKE Because of this, No two media plans are alike. Media plans are developed by model based on business goals and unique insights of each models' individual targets The Tundra target is very utilitarian in their media usage. They use their phone to make calls; not text. While the Matrix target , thinks TV is the “devil time” and would prefer to manipulate content online.

CVS Traditional Unexpected Unexpected :30 TV / Print Traditional Tundra’s At The Line of Scrimmage Show VIRAL / COMMUNAL on Our Own Video Game Unexpected Two Roads to Baja The Hybrid Synergy Drive message on gas pumps :30 TV / Print It’s not jut about new media technologies or checking the boxes. That’s easy. It’s about using the right media for your target in unexpected ways. Like developing custom content in SNF for our meat and potatoes Tundra target. The Line of Scrimmage feature delivers higher ratings than the half time show. Or, putting floor clings touting Camry’s air purifying feature in pharmacies. Traditional “The first car with an immune system” Camry floor decal CVS

Use the Right Tools Do your own research Guarantee engagement Take Risks Don’t be first – be the first to do it right Like any job, you have to use the right tools. We employ an arsenal of industry tested tools but go beyond that and conduct our own research. We’re making industry changing strides through our partnership with IAG to ensure the media properties and creative we use are not just being seen but engaged Funds are set aside for test and learn opportunities All programs are evaluated, insights gleaned and applied to future plans

Not Just When and Where WHEN WHERE WHY HOW We conduct a proprietary study for each of our models called Consumer Context Research or CCR. The CCR helps us understand not just what media is being used but why and how CCR insights influence more than media…. Match the right content with the right context Shape creative decisions

Tundra

Keep it real! All-new TUNDRA ACTION Stay authentic and meaningful Present information quick and digestable

Tundra Prove it Tour Most important launch in TMS history Most competitive segment; dominated by the domestics for over 50 years Driven by customer loyalty TMS first year goal was a 66% increase in sales True to the CCR insight – keep it real Let the truck speak for itself and demonstrate its capabilities

GIANT GRILL

Significant Increases in Key Attributes Tundra’s biggest lifts since the benchmark have come in traditional truck features like payload, horse power, towing and strength & durability. Tundra is now on par with domestics for several images, including advantages for “quality” and “innovative. Tundra has made gains with the domestics on imagery, and significantly leads Titan on all 13 attributes.

Tacoma

Thrill Them TACOMA INSIGHT Myth: Young guys don’t watch TV. Truth: They do but they are very selective Over-the-top humor and outrageous antics entertain them Plays out in their own lives as “bragging rights” that may or may not be real Call b-s on traditional marketing approaches – authenticity matters ACTION Replicate the style of shows they watch Become a part of their popular culture

Over 4 million views on YouTube Over 40 reposts, remixes, remakes, inc. A 2 min version Over 9K YouTube comments An additional 200+ blogs on other sites beside YouTube Representing an addition 200K+ views on other sites Honored by YouTube 69th most discussed of all time 88th most viewed of all time 53rd top favorite in film and animation category All and all – Almost $3MM dollars in addition exposure at NO cost. Kia Maniac spot generated only 200K views in the first month versus over 2 million for Tacoma

World of Warcraft Rocks! Over 4 million views on YouTube All time favorite Over $3 million in free media value Value paid for the spot!! And while these stats are impressive – the most important thing is: We got the customer to participate and engage with the Toyota brand. We created buzz and positive interaction with the brand.

Yaris

Dive deep YARIS INSIGHT Young adults consume media! Deep media divers – use as social currency Community is important to them – in life, on-line, with the media they let in ACTION Vertical integrated programs that allow the target to go deep on content they like the most

Partnered with the CW’s Smallville and DC Comics to create two minute content wraps that aired during the entire commercial break. Five episode series helped viewers solve years of unanswered questions about the formation of the Justice League. Accompanied by an authentic online experience where fans were tested on their knowledge of comic book mythology and lore. We even distributed the Metropolis Observer (a well known pub featured in the show) and flash drives at comic book stores which drove traffic to the online game. The clues given on-air and online culminated to reveal the true identify of the founder of the Justice League. At the end a Yaris was awarded to the player with the most points scored over the five week time period.

Toyota-Smallville, Contentwrap #2 This is the second content wrap that ran and features the Yaris as a secondary character in the two minute segment. It’s followed by a 15 second post roll branding segment for Yaris.

Results….Relevant content engages viewers! +28% More viewers watched the content wrap than the Smallville TV program Historically viewership drops 9% from in-program to commercial break. The Yaris wraps garnered a 2% lift in viewership against A18-34 and exceeded expectations against the elusive 18-34 male +5% Representing a 28% lift from the commercial norm!

Toyota’s Latest Commercial Is Not on TV. Try the Xbox Console. ADVERTISING Toyota’s Latest Commercial Is Not on TV. Try the Xbox Console. In October Toyota and MSN introduced the very first Xbox Live Arcade game created by an advertiser This speaks to the CCR insights about the Yaris target affinity for community and the fact they’re heavy gamers. It was so revolutionary it was picked up by the NY Times Who said; AMONG other new features, the new Toyota Yaris has a giant tentacle that reaches out of its roof to shoot enemies as it races through a futuristic tunnel, sometimes within inches of soaring fireballs.

Yaris Got Game Over 500K downloads Over 700K play sessions Over 30 years of play time and counting…. Delivered the guaranteed annual downloads in three months Of the 500k downloads there have been over 700K play session Average play time is 20 minutes Representing 30 years of play time So popular that 90K players have adopted the Yaris characters and logo as their xBox gamer “handle” Banner campaign on gaming sites drove 20K in traffic to T.com

Matrix

Give them control MATRIX INSIGHT Young guys want to make media their own! ACTION Give them control

Matrix Launch Experience An innovative multi media campaign which doesn’t rely on the usual suspect (TV) will drive the target to the 5th door website, a portal through which they can take a ride with their dark side. In the experience our target audience plays a prank on a friend, pushing them into an immersive, personalized journey through an absurd world - Once a character is chosen, the prank begins. It will appear as though the character is on a road trip across the country to visit the friend - Along the way the character gets into and out of trouble with help from the all-new 2009 Matrix - The experience ends with the prankster revealing they were the one who sent the character to visit their friend

CONCLUSIONS Know the customer intimately Embrace change Take Risks Kaizen!