
The 2012 Camry - It's ready. Are you?
Toyota
Issue 23 | May 2012
Agency
RAPP Los Angeles
Creative Team
Executive Creative Director: Nick Platt ; Associate Creative Director: Mark Snow, Florence Ng
Production Team
Producer: Randy Morton; Print Producer: Kristy Davis ; Technical Director: Dave Kalman ; Developer: Dave Churilla
Other Credits
Account Director: Eric Uchida ; Account Supervisor: Lucy Bowes ; Project Manager: Vivian Mangaoang
Date
January 2012
Background
The problem was that Toyota wanted to talk about the ground-breaking technology of the 2012 Camry but in a medium not noted historically for being ground-breaking.
The solution, then, was to break new ground in direct mail
Idea
One of Toyota’s most important launches for a decade, the 2012 Camry introduced new technology to connect its drivers not just to the road but to the world around them.
With built-in smartphone-enabled apps like OpenTable, BING, and Pandora, Camry drivers could make reservations, map the route to their favorite restaurant, even purchase movie tickets, all from the console of the car.
To give potential customers some first-hand experience of what made the car so innovative, the direct mail piece itself became an interactive, immersive mobile experience, which brought every page to life.
SnapTag technology unlocked rich content, from 360-degree car views to multimedia experiences showcasing Toyota’s bluetooth-enabled Entune system.
If the reader was interested in buying, then a quote was just a tap away.
Results
Using such interactive technology, campaign managers hoped for a 5% lift. In the event, the campaign delivered a dramatic 20% lift in Camry sales. Or 10,195 additional Camrys sold.
It wasn’t just the Camry that was re-imagined but the way Toyota use direct mail.
Our Thoughts
The smartphone has long heralded a transformation of print. QR codes and augmented reality have offered the opportunity to transform the humble brochure and into an interactive experience for some time now. It’s mystifying that it has taken so long for agencies and their clients to see the potential. Toyota’s results speak for themselves. It’s not just early adoption that brings rewards but the degree to which your prospects can get actively engaged with the product.
This is just the beginning for mobile and mail in partnership!