How Did Toyota Make the Most of Integrated Marketing?
Uncategorized September 3rd. 2010, 12:29pm
Many marketing and advertising agencies talk about “integrated marketing communications” – which may sound like promotional jargon to folks who aren’t marketing gurus, so let’s clear up any confusion. Integrated marketing means that your marketing message and the tools used to deliver the message are fully considered, planned, and integrated, so the “campaign” or promotion rolls out in a comprehensive and cohesive manner.
Toyota‘s marketing efforts for the Sienna (their van) are the perfect example of integrated marketing. For years, Toyota ran rather dull ads that focused on the product (the van) and how customers thought the product was so great. Boring. Working with the ad agency of Saatchi & Saatchi, Toyota decided to take a new approach where the van’s features were no longer the focus. Instead, Toyota played up the positive effect the van had on the family who bought it. Toyota released fun, goofy ads featuring two parents and two kids who use the van everyday. These were no ordinary ads – these parents were big dorks who played up the perils and rewards of parenthood while also promoting the trusted machine that transports their family to games, parks, school and work.
If you haven’t seen the ads, go see them NOW – http://www.youtube.com/sienna
Why did the ads work so well?
Let’s remember – in early 2010 Toyota had a global recall and a horrific PR nightmare. If they’d run ads, that said, “Trust us. We worked through our problems, and now our cars are safe again. Please buy them.” consumers would have said, “No way.”
Instead Toyota took the “showing is better than just telling” approach. Toyota showed a family using the van, having fun, and being happy. And they used just the right amount of humor. Let’s face it – when you make someone laugh, they are thankful and they begin to trust you.
Clearly the integrated campaign was well planned and implemented. TV ads directed viewers to Toyota’s YouTube channel. The ads went viral and were shared by millions of people around the world. In fact, more than 5.7 million page views later, it seems Toyota’s campaign worked brilliantly. Moreover, Toyota created original online content to complement its TV ads. The “Swagger Wagon” music video was entirely ingenious (the parents perform a witty hip-hop song about their van), full of dorky goodness, and just what Toyota needed to do to help car buyers once again trust and bond with the company. What a great way to repair the company’s reputation.
