April 15, 2019
All New 2020 Toyota Corolla Sedan Is Greater Than Ever
Experience the interactive Multichannel News Release here: https://www.multivu.com/players/English/8520951-toyota-corolla-2019-greater-than-campaign/
"The all-new Toyota Corolla sedan dares to make life a little more adventurous," said Ed Laukes, group vice president, Toyota Division Marketing, Toyota Motor North America. "Given how popular Corolla sedan is, this campaign really turns up the volume and inspires drivers to leave their mark."
The fully integrated campaign follows the Total Toyota (T2) cross-agency model, a cohesive marketing approach with collaboration from Saatchi & Saatchi, Burrell Communications, Conill Advertising and Intertrend with Zenith Media responsible for TV and Outdoor media buying.
Broadcast & Digital
Passion, adventure and music make a statement in the two spots, "Train" and "Rainy Day." In "Rainy Day," Chaka Khan casts a spell with her original cover of the famed song "I Put a Spell on You." The Queen of Funk sets the mood for a couple that turns a mundane task into an extraordinary adventure. "Train" portrays a charming pursuit, backed by music from Ricky Nelson, and introduces the U.S. market's first-ever Corolla Hybrid.
"'I Put a Spell on You' has been covered by a lot of artists," said Chaka Khan. "I loved the opportunity to make it my own and create a signature soundtrack for the Toyota spot."
Five spots ? "We," "Sound Off," "Refuel," "Battle" and "Rescue" ? capture the spirit of an expressive, but straightforward and determined generation. This generation is embracing their unique side, with help from the all-new Corolla.
The endearing stories in the spots "Metalhead" and "All Natural" feature a parent and an influencer jumping into the unknown, even if it means getting a little uncomfortable, to show support for the people they love, their family and their community.
In a creative twist for out-of-home (OOH), Toyota crafted market-specific "Greater Than" messaging such as: Highways > Subways (NYC), Adrenaline > Caffeine (Seattle), Wicked > Good (Boston), Vanity > Modesty (Miami), Me Time > On Time (New Jersey), and Doin' > Fixin' To (Dallas). A time-specific digital OOH billboard placed in 10 key markets features different messages across six dayparts, such as Restless > Rested (4-7 a.m.), Early Bird > Night Owl (7-10 a.m.), Midnight > Midday (10 p.m. ? 4 a.m.).
About the All-New Corolla Sedan
Through the Start Your Impossible campaign, Toyota highlights the way it partners with community, civic, academic and governmental organizations to address our society's most pressing mobility challenges. We believe that when people are free to move, anything is possible. For more information about Toyota, visit www.toyotanewsroom.com.