Toyota Highlander
Targeted Digital Video Campaign
Problem
Develop a flexible digital concept to create a series of targeted videos for the All-New 2020 Toyota Highlander.
The brief focused on the vehicle's 7-8 person capacity, high-end features, and spacious interior suitable for an adult "crew."
Solution
After my favorite concept, "Room For Your Crew and All Their Baggage," died, it became clear that the only way to woo this client was with data. And so, the data-based "___ in 7 " campaign, reinforcing the Highlanders 7-8 person capacity, was born.
We designed these pre-roll spots to aid in dynamic targeting. To accomplish this, we broke the videos down into three shots allowing for the exterior shots to be switched out to target specific audiences with alternate terrain and features.
Establishing shot featuring the vehicle.
Interior shot shows our “crew” and highlights a feature using the “_ in 7” construct to set up to pay off a joke.
Closing shot calls back the joke by highlighting a specific feature.
Toyota Highlander
Featuring: JLB Audio
5 in 7 sing in the car. 4 in 7 know the lyrics.
Toyota Highlander
Featuring: Spacious Interior
7 in 8 eat out. 1 in 8 eat anything.
Toyota Highlander Hybrid
Featuring: Range
5 in 7 like road trips. 4 in 7 like off-road trips.
Toyota Highlander Hybrid
Featuring: Panoramic Moonroof
4 in 7 gaze at the stars. 2 in 7 gawk at stars.
Highlander Hybrid
Featuring: Best-in-Class MPG and In-Car Wi-Fi
1 in 7 hate flying. 7 in 7 enjoy a seat upgrade.
Highlander Hybrid
Featuring: 35 MPG and Range
6 in 7 think parents should take a couples retreat. 2 in 7 actually get away.
Personal Notes:
When I initially pitched this concept I suggested that we use data and analytics to find real and surprising stats that would fit within the ____ in 7 constructs. My thought was that by doing this we would be able to ensure that we were coming up with things that would truly resonate with our target audience. I love using real and surprising human insights.