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Toyota unveils 2012 Camry campaign

Toyota has launched a multi-channel marketing campaign in the US for its reinvented 2012 Camry, with executions across TV, print, digital, social media and out-of-home (OOH).

The campaign, entitled ‘It’s Ready. Are You?’, was created by Saatchi & Saatchi LA and focuses on the all-new Camry’s innovations in safety, efficiency, performance and mobile media technology.

The broadcast element of the campaign includes six TV spots, which will air during programmes including Two and a Half Men, AFC/NFC Football and the World Series. The Camry will also appear in publications such as Time, Oprah, People and Bloomberg Businessweek, as well as Toyota’s Sporting News tablet integration.

Digital presence will include banner ads, rich media units, homepage takeovers and integration into gaming, as well as on the Toyota US YouTube channel and Toyota.com. The social media element features the ‘Camry Effect’ on Facebook and Twitter, an interactive initiative that allows Camry owners to share their stories and memories.

OOH executions include outdoor boards and digital billboards with Camry images in Times Square, New York. In March 2012, more than 125 events will take place across the country giving consumers a chance to get behind the wheel and experience it firsthand for themselves.

On top of this, tailored campaigns have been created by Toyota and its multicultural agencies of record, Burrell, Conill and Intertrend to highlight the Camry’s key attributes for the African America, Hispanic and Asia American markets, respectively.

“When building the best-selling car in America – a car with nearly seven million vehicles on the road today – you learn about what people want and expect from their cars,” said Toyota group vice-president of marketing Bill Fay. “We recognised the need to give Americans a smart, safe and worry-free vehicle they can rely on, and our marketing campaign communicates this message.”  

Jenni Baker, London