Toyota – Retail
Usually the automotive retail market in Brazil communicates in a somewhat disconnected manner from the brand communication.
The challenge that Dentsu took upon itself was: how to exploit to the fullest the strength of the Toyota brand in order to boost customer retail sales.
This campaign (the first of many) clearly shows the happiness and satisfaction of the Toyota owner in order to reinforce the opportunity brought forth by the retail offer at that moment.
In the cities where it was aired, sales soared and, more importantly, the network can rely on the power of the brand to work their sales more efficiently.