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Toyota challenged CCW to increase awareness and sales around the all-new 2004 Toyota Solara, while simultaneously re-positioning Toyota as a more stylish brand. |
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Develop consumer ride and drive events to complement Toyota’s integrated advertising and marketing plan, by collaborating with Condé Nast, Saatchi & Saatchi and Macy’s retailers. |
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When Toyota released the all-new 2004 Solara, they emphasized the vehicle’s style, touting it as the season’s most important fashion accessory. To support this positioning, Toyota sponsored fashion shows in six Macy’s stores and was a presenting sponsor of their Passport charity fashion events in San Francisco and Los Angeles. But Toyota’s main goal was to get people behind the wheel of the all-new 2004 Toyota Solara.
To meet these objectives, CCW designed the Solara Style Lounge and placed it directly outside the busiest doors of eight Macy’s stores around the country. The “lounge” served as the stylish hub for Solara ride & drive events. Inside the lounge, participants had their photos taken and superimposed on the Condé Nast magazine cover of their choice. They then relaxed in style on an array of designer furniture, while reading complimentary magazines and interacting with Toyota product specialists.
Once on their test-drive, participants put the vehicle through its paces, driving on a variety of roads and picking the brain of a product specialist who joined them on the drive. Two teams covered the top “Solara markets” over five weekends, executing more than 2500 test drives and countless impressions.
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Consumers completed an exit survey to receive a small incentive prize tied back into Macy’s. Everyone who came to the Solara Style event imparted information that provided Toyota with comprehensive, real-time data capture.
Over 90% of attendees found the Solara Lounge concept “very appealing”, and over 80% of attendees thought the event changed their view of Toyota for the positive – finding it “hipper” and “more stylish”. And over 80% said the event would definitely make them consider a Solara as their next vehicle purchase. All in all, the event was a highly successful makeover.
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