Venza. Where's the love?
WHAT'S UP WITH THESE EMPTY NESTERS ANYWAY?
WHERE'S THE LOVE?
Research showed us that, contrary to the typical image of depressed, struggling empty nesters, boomers are self- actualized and genuinely excited about the possibility of pursuing their own adventures.
The Venza is making it really easy for boomers to transition into their new, fun, active lifestyle. It's their 20- something kids who are having a hard time adjusting.
"Commute"
"Social Network"
"Missing Them"
"Cross Country"
SOCIAL MEDIA & RICH MEDIA
We created content for the empty nesters...
"What's your Passion?"
...and of course we gave the 20-somethings to do too:
"Cargo"
And then we did something for all ages.
Real-time results - we scraped the tweets trending around who was rooting for American League and who was tweeting for National League. Every time a user landed on the ESPN page, (or reloaded the page), the up-to-date tweet statistics were pulled directly from Twitter at that moment.
* (This rich media piece was recognized as being the best performing digital media for automotive, in 2011)
...naturally we did print as well.
"Bluetooth"
"Cargo Space"
PARTNERSHIPS
Appetite for Life
Our challenge was not only to launch a new vehicle in a crowded segment but also to drive consumers to discover more about the unique features of the Toyota VENZA. For our 'active boomer' target, the 'Appetite for Life' webisode series combines two key passion points, food and travel, by featuring food host Andrew Zimmern in a network-worthy culinary road trip across the US. While traveling, Andrew highlights key features of the VENZA in an organic, seamless fashion. The 'Appetite for Life' branded experience site exceeded its goal of visitors by 40%.
EFFECTIVENESS:
The Venza campaign is noted as being the highest performing campaign across all automotive brands of 2011, and has set new benchmarks within Toyota.