Toyota has released its latest broadcast spot for the 2016 Toyota Tacoma. This multicultural campaign for the brand’s currently best-selling midsize pickup was made possible by two advertising agencies: Conill and Saatchi & Saatchi Los Angeles.
The campaign, which has recently begun, targets drivers who prefer to live an authentic and adventurous life with no boundaries. A life where mud sprays and dirt clouds are not considered an inconvenience but rather a rite of passage.
Jack Hollis, group vice president of Marketing, Toyota Motor Sales, U.S.A., Inc., proudly shares that he is excited that the company will be introducing its all-new Tacoma. Hollis adds that while this model continues to be the leader in America when it comes to midsize pickups, the 2016 model builds on the last generation’s off-road legacy and at the same time provides the chance to experience new things.
Hollis concludes by saying that he is indeed very excited for what comes next. Toyota has released two broadcast spots. The first spot features a number of stunt people and professional motocross riders who take aim at the landscape while beside the Tacoma. What makes the first sport unique is that it was shot in just one take.
The second spot meanwhile displays an appreciation for the Tacoma spirit and does this by showing thrill-seekers who love the dirtier side of life. This creative campaign is in line with the brand’s theme of “Let’s Go Places,” which urges people to play outdoors.
The broadcast sports are complemented with different social media elements that include a series of videos that showcases how the Tacoma looks in action. These videos are posted on Facebook and Twitter which target a certain demographic of customers which includes AT, snowboarding, snowmobiling, dirt bikes, and even BMX racing.
It will also post snippets of the slow motion video in Instagram. This particular video has been shown with the use of 4k technology with its bullet time. The purpose of this video is to highlight the power of the 2016 Tacoma on different angles while off-road.
In addition, it will also post a stop-motion video on Instagram that will give tribute not only to owners of the Tacoma but to the existing Tacoma truck. Toyota is thus encouraging Tacoma owners to submit their own Instagram photos and get a chance to be in this series of videos.
Jason Schragger, Saatchi & Saatchi Los Angeles chief creative officer, relates that ever since he started last year, this Tacoma campaign has been one his favorites as it was enjoyable to get a bit dirty and at the same time make original content to show what the 2016 Tacoma is really about.
Schragger adds that they wanted to stir the passion of exploring the outdoors as something that is always fun regardless of age. Toyota shares that the main aim of its broadcast spots is to be able to establish a connection with an adventure-seeking culture that fears nothing and lives on the edge, whether they’re young or young-at-heart, as well as to assure them that with a more adaptable and tougher truck, they are sure to have fun.
Toyota even disclosed that during one of the shoots, the Tacoma was kept dirty in order to give it that authentic look as it shows it off-road exploits. Aside from the campaign mentioned above, the company also started another campaign that this time focuses mainly on the Latino market.
This particular part of the campaign was conducted by Conill, the company’s Hispanic marketing agency. Instead of a broadcast spot, a competition format is used titled “Sal a Jugar,” which means” Go Out & Play.” This focuses on Latinos who work hard and then reward themselves with new adventures.
The main objective of the competition is to measure each participant’s level of fun while they are driving the 2016 Tacoma. What happens is that each participant will be placed on competing teams and then made to perform different outdoor challenges.
Each of the participants will then have their electrodermal activity monitored through the use of special wristbands. According to Conill chief creative officer Javier Campopiano, Latinos had a tendency to associate this type of vehicle with that of business and work compared to other groups.
This served as the inspiration for this show and at the same exhibit the fun the 2016 Tacoma can offer, Campopiano adds. Not only does the show give an interesting twist but also adds a new dimension to the experience by using real science, concludes Campopiano.
A 2-minute video was launched on October 5, showing the whole experience from start to end. There have also been snippets seeded on digital channels and even social media. Each of these snippets will focus on one part of the show and at the same time encourage viewers to go to YouTube and watch the whole show.