Toyota’s "Más Que un Auto" (or "More Than a Car") campaign, created by its Hispanic agency Conill, represents a good move by the brand, which is celebrating its tenth year as the most-loved auto brand among the Hispanic community.
Yes, the auto brand that I think ranks right up there with Honda for the category's dumbest advertising seems to be getting it right in social media, doing something that is meaningful and engaging.
Toyota has discovered that in the Hispanic community, people are far less likely to regard their rides as mere 'appliances' to get one from point A to point B. Indeed, the cars are members of the family. Anne-Christine-Diaz's story in Ad Age describes the campaign, conceived to help people celebrate their love for and dedication to their rides. The essence of the campaign is a small, symbolic badge that Toyota owners could place on their cars bearing the unique names of their automobiles.
In my non-Hispanic family, we were nuts about our cars and the “fleet” was pampered.
Not much to say here aside from, “Toyota, you finally got something right.” This social media campaign makes far more sense than Toyota’s advertising, which is still trying to convince people there is something “bold” about the new Camry.