1. 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

2. 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.

3. 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

4. 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

5. 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.

6. 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

7. 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

8. 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

9. Tundra

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

11. 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

12. GIANT GRILL

13. 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.

14. Tacoma

15. 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

17. 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

18. 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.

19. Yaris

20. 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

21. 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.

22. 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.

23. 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 male +5%
Representing a 28% lift from the commercial norm!

24. 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.

25. 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

26. Matrix

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

28. 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

29. CONCLUSIONS Know the customer intimately Embrace change Take Risks
Kaizen!