Toyota is launching the redesigned 2014 Corolla in a media campaign that involves musical memories associated with various vintage Corollas. Toyota didn’t divulge what the campaign costs but it should be high, considering that launching the redesigned Camry two years ago cost over $175 million. The ads we’ve seen since early September appear to have been inspired by "The Ed Sullivan Show," a grunge nightclub, "Soul Train," a curbside breakdance contest, and a modern dubstep flash-mob street scene.
Toyota is showing how the Corolla of each era has been a part of musical evolution and how it affects all demographics. The ads -- part of the campaign known as "Elevate Your Style" – have scenes that are in supersaturated color, in contrasting black-and-white, or darkened blur depending on the time being portrayed. It’s unclear what the settings are but making the ads truly pop out is its music. For the ad, Toyota got the rights to songs such as Le Freak by Chic and Rusty Cage by Soundgarden.
Toyota didn’t just focus its campaign on TV. Social media play a big role with Vine and Instagram as shared-content channels while Online, Yahoo!, MSN, YouTube and Hulu will show the sponsored content. In addition, Toyota made an app that allows those with iPads to get a 360-degree view of the car's interior and exterior. Shoppers are also able to put in their personal notes.
There’s a comparable version via a content-sharing application on Google. Toyota’s head of marketing product communications Jim Colon said that the automaker is aiming to connect with a broad range of buyers in ways that are personally made according to their media-consumption habits. Colon added that Toyota will make use of every currently available digital, social and traditional opportunity.