Toyota Motor Sales - Yaris "Mundo Yaris"

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2007 Gold Effie Winner

Toyota Motor Sales - Yaris “Mundo Yaris”

Category: Hispanic
Agency: Conill Advertising
Client: Toyota Motor Sales USA

Strategic Challenge
Sudden Impact
Yaris signaled Toyota’s return to the entry-level subcompact segment with a distinctive, youthful,
stylish vehicle. The challenge: make an impression among young Hispanic buyers, who tend to see
the entry-level subcompact segment as cheap, predictable and emotionally unfulfilling. Challenge
number two: attract attention to Yaris in an increasingly crowded subcompact market, where hip,
youth-oriented entries from Nissan and Honda would be launching on the heels of Yaris. As the
frontrunner, Yaris had a narrow window to make an impact on the youth market we were targeting
and convince them this vehicle is relevant to their lives.

Our objective: Take Yaris from unknown entity to most recognized entry-level subcompact in the
Hispanic community in one year. Specifically, reach sales volume of 6,400 units among Hispanics, or
10 percent of total sales.

Speaking the Language
To truly connect with young Latinos, we needed to understand their lifestyle. So we took a step back
and forced ourselves to forget about cars for a moment. To learn a language best, you don’t sit back
and listen to language tapes, you go where it’s spoken. So we went to the homes of young Latinos
and spoke to them one-on-one and in intimate groups with their friends. Hispanic youth tend to be
very social and we wanted to learn their likes and dislikes firsthand. We spoke less and let them talk
more. We adopted their attitude: less structure, more emotion. Then we took our research a step
further: we sent in a non-Latino. We hypothesized that these young Hispanics would get a kick out of
schooling our white guy in all things Latino. We were right.
They went out of their way to explain to us that Young Hispanics are a new breed of Latino. Raised in

Effie® Awards
116 E. 27th St., 6th Floor, New York, NY 10016
Tel: 212-687-3280 Fax: 212-557-9242

2007: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.

America, they mix two cultures, which means they sometimes struggle to secure an identity for
themselves. Here’s how these Nuevo Latinos described themselves to us:
• Nontraditional: “I want to break stereotypes. I don’t have to follow the traditional path that my
parents and my culture told me I have to take.”
• Multicultural: “I embrace people of all cultures and all differences.”
• Experimental: “I want to be given options so I can pick and choose what fits me best.”
• Creative: “I’m starving to express myself creatively.”

Invincible Force
Nuevo Latinos believe they’re part of a “fuerza invincible,” an invincible force. As the largest
minority, they feel they’re leading the way to a new, multicultural world: Nuevo America. They
believe they’re not only advancing Hispanic culture but American culture as well.

Most important, Nuevo Latinos recognize that they are now trendsetters. The rest of America
embraces their music, food and fashion. As a result, they consider themselves the ultimate source of
creativity in Nuevo America. Our communications had to acknowledge their cultural and creative
contributions.

The Big Idea
Nuevo Latinos speak English, Spanish and Spanglish, often switching among them in the same
sentence. Their media behavior is similar: they may watch a telenovela (Spanish soap opera) or a
futbol game on Univision while surfing the internet in English. So we knew they were sure to see
both our Hispanic and General Market communications and we had to make sure that the basic
message was the same. But we also knew it was imperative to speak directly to our Latino audience
to let them know that they are being heard—and recognized as a creative force.

The General Market Big Idea had already been established: young buyers expect more than
affordability from the entry-level subcompact segment—they expect style. They want a vehicle that
reflects their creative spirit. The mission: make Yaris the champion of creative spirit and accessible
design.

We applied our Hispanic insight to the General Market strategy and hit upon a unique platform that
we knew would resonate with our Nuevo Latinos: we would recognize their cultural contributions to
Neuvo America and give them the credit they deserve.

If Nuevo Latinos believe they’re leading the way to a new, multicultural world, we would position
Yaris as the champion of accessible design, a design inspired by a multicultural creative spirit.

Bringing the Idea to Life
Once we had our big idea, we needed a way to reach Nuevo Latinos in their element. But there was
no single place we could target them effectively. So we started thinking about their core values:
nontraditionalism, multiculturalism, experimentalism and creativity. What types of environments
would they really love? Perhaps a cultural laboratory where they could experiment with music, art
and film. A haven where they could explore new cultures while staying true to both their American
and Latino backgrounds. In essence, they needed a world just for them. A world where the spirit of
multicultural design was at the tip of every finger, the end of every tongue. We created this world in
the form of Mundo Yaris.

Effie® Awards
116 E. 27th St., 6th Floor, New York, NY 10016
Tel: 212-687-3280 Fax: 212-557-9242

What is Mundo Yaris? It’s a world of choices, experimentation and creativity, where success is about
breaking boundaries, not following tradition. A place where Nuevo Latinos can be a part of the fuerza
invincible that is driving the multicultural creative spirit.

First, we developed MundoYaris.com, an online world that housed all elements of the Yaris consumer
experience. It’s a community-based site that provides a graphical way for our Nuevo Latinos to
interact and be entertained. MundoYaris.com was the hub of our fully integrated campaign, which
included broadcast, promotions, events and a sweepstakes. Here’s how we brought the entire
campaign to life:

• Experimental Youth Media: Our TV, print and radio efforts focused on experimental
media produced in English but reflecting the lifestyle of our Nuevo Latinos. For example,
we placed our creative on SiTV, a Hispanic TV channel that broadcasts in English. The
channel’s motto:
“Speak English. Live Latin.” We also advertised in Urban Latino magazine, a youth-
oriented publication on Latino culture, published in English. The magazine’s motto:
“The culture. The movement. The lifestyle.”

• Yaris Design Lab: We built innovative, inspiring playgrounds in Los Angeles, Miami and
New York where Nuevo Latinos could express themselves while experiencing the Yaris.
Participants could make short films, mix their own music tracks, create photo mosaics and
spray graffiti-style artwork on the Wall of Expression. Yaris vehicles were on display for
hands-on interaction. There was even a “virtual Yaris” on site--a unique hologram. Buzz
was built up via local radio pots, radio remotes, street teams and MundoYaris.com.

• Road to Success: We hosted an alternative career fair that highlighted nontraditional
paths to success. Nuevo Latinos interacted with successful “alternative” professionals
including photographers, directors, interior designers and fashion designers. They even
got to try their hand at various fields. Career fairs were held on college campuses in Los
Angeles and Chicago. Buzz was built through street teams, school assets, the Mundo
Yaris website and a nontraditional-career reference book provided online.

• Ozomatli Experience: We signed on Ozomatli, an Afro-Latin mash band that stands for
social justice and progressive thinking, as the perfect poster band for Nuevo Latinos.
Young Latinos entered a sweepstakes to win an Ozomatli performance in their own
backyard.

• Yaris Latino Film Festival: We created a forum for Nuevo Latinos to view and discuss
independent Latino films. They could also submit their own inspiring 2-to-5-minute video
in Spanish, English or both.

• Yaris Music Lab: We allowed Nuevo Latinos to express themselves by creating and
sharing their own virtual band and music video from an array of characters, artwork and
music styles.

• Mun2 on the Road: Mun2 is a Latino music cable channel with an alternative mix of
programming that is part English, part Spanish and 100 percent original. We put the Yaris
and Nuevo Latinos on tour with Mun2 and hot Latin artists such as Pitbull, Lil Jon and Baby
B. Latinos were also able to enter the Mixin’ la Musica sweepstakes, where winners went
on the tour to show off their own video jockey skills.

Effie® Awards
116 E. 27th St., 6th Floor, New York, NY 10016
Tel: 212-687-3280 Fax: 212-557-9242

We also made sure that General Market communications resonated with Nuevo Latinos by influencing
some of their creative. For instance, we created the “Hypnotiza (Hypnotized)” print ad that ran in
both General and Hispanic markets. We also created an “el gordito” (Hispanic fat boy) character for a
General Market print ad.

Results
Objective: Take Yaris from an unknown entity to the most-recognized entry-level subcompact
among the Hispanic community in the first year of sales.

Result: We achieved our objective within the first two months of the Yaris launch: Yaris went from
an unknown vehicle to the number-one model in the entry-level subcompact segment (April-May),
with a 22 percent market share. Yaris has since strengthened its number one hold increasing +8
percentage points to 30 percent market share in August. Furthermore, it has truly distanced itself
from key competitors, including new launches from Honda (Fit) and Nissan (Versa), who remain flat.
Source: R.F. POLK, Vehicle registrations from April to August of 2006.

Better still, the Toyota brand overall reaped a halo effect from the Yaris campaign.
For the first time, Toyota scored highest (28 percent) in the brand-imagery category for
“someone who’s young, very attractive and popular among his/her friends.” Source: Market
Perceptions, Inc. Brand Imagery perceptions in July of 2006.

Objective: Achieve Hispanic sales volume of 6,400 units within the first year.

Result: In just five months, less than half of the time set out by the objective, Yaris surpassed its
sales objective. Calendar Year to date sales show Hispanic registrations at 6,734. Source: R.F. POLK,
Vehicle registrations from April to August of 2006.

Effie® Awards
116 E. 27th St., 6th Floor, New York, NY 10016
Tel: 212-687-3280 Fax: 212-557-9242

Just as important, Nuevo Latinos fell in love with Mundo Yaris. MundoYaris.com received nearly
    25,000 visits in the first two months (6/06/06 to 8/09/06). Over 500 Nuevo Latinos permanently
    inhabited the site with an 81 percent opt-in rate. What’s more, over 1,100 participants requested
    additional information on the Yaris. The Vehicle Showroom is the most visited section of the site,
    with 12 percent of total visitors going there. The Ozomatli Sweepstakes attracted 841 entries and the
    Yaris Design Lab had a total attendance of 516,000. Source: Agency Results.

    Budget: $5 to under $10 million
    Campaign Reach: National, Non-English
    Media Channels: TV, Radio, Interactive/Online, Promotions, Events, Sweepstakes

                                                                 Effie® Awards
                                                 116 E. 27th St., 6th Floor, New York, NY 10016
                                                    Tel: 212-687-3280 Fax: 212-557-9242

2007: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.

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