Swagger WagonToyota
Type
Director
Duration
What we did
- Creative Direction
- Concept Creation
- Copywriting
- Art Direction
Toyota executives are trying to stop the bleeding as they deal with safety recalls and attempt to jump-start sales with new incentive programs on all models, trying to shore up consumers’ overall confidence in Toyota.
Our task: Launch TWO Minivan models into a declining segment.
Minivans are a badge of shame and embarrassment for parents. To 99.99% percent of the world, minivans are boxy mom-mobiles that have zero style. Parents choose them for the kids and out of necessity rather than looks.
As overheard from a soccer mom at a research group: "I'd rather have my tubes tied than drive a minivan"
With a newly designed sporty exterior - one that allowed parents hold their heads up a bit more, we launched digitally with a YouTube Homepage Takeover Banner.
After some social listening we determined that our “Swagger Wagon” phrase was blowing up on Twitter. One thing led to another and we launched the new SE model with just a Youtube banner, no TV support - a music video to show THIS is how parents roll… in a "Swagger Wagon”.
Swagger Family
Swagger Banners
