In preparation for the launch of the 2007 Toyota Tundra, Toyota’s agency, Saatchi & Saatchi of Los Angeles sought to get in touch with America’s heartland. They wanted to speak the language of the full-size truck market and began contacting agencies and freelance consultants nationwide they felt could offer insight. Because of our expertise in marketing to hunters, anglers and other outdoor enthusiasts, we were chosen as creative partners in the launch. Thus began the nearly six-month process of collaboratively concepting strategy and taglines, print advertising and TV commercials to debut during the Super Bowl.
In this process, we earned the trust of Saatchi & Saatchi and Toyota, and, working closely with Saatchi’s creative department, now produce Toyota print advertising for those publications targeting the passion sports we live and breathe.
Campaigns
BonusBucks.com Redesign
Few companies have integrated their support of professional bass fishing in recent years more generously than Toyota. The marriage is a natural one. Bass anglers tow 2,000 pound boats and they need an exceptionally dependable vehicle to get the job done. ToyotaTrucksBonusBucks.com was recently designed with plenty of payload to carry all things "Toyota Fishing."
ToyotaTrucksBonusBucks.com initially existed as a micro-site to ToyotaFishing.com. Not anymore. ToyotaTrucksBonusBucks.com features not only an overview of this very successful contingency program, but also videos of the “Tundra on Tour” made-for-TV series. It also showcases fresh feature stories about the lives of the nationally recognized Team Toyota pros, and links to the Tundra, Sequoia, Tacoma and 4Runner stand-alone sites.
Perhaps most importantly, the new site is a place for anglers who participate in the Toyota Trucks Bonus Bucks contingency program to gain a glimpse of themselves on the home page of a site that incorporates their favorite sport and their favorite brand of truck. The net result is a huge load of brand allegiance.
The Brotherhood
Fans crave an inside look at the lives of professional bass fishermen. And it just so happens, thanks in part to the recruiting efforts of our very own Dynamic Sponsorships, some of the most intriguing personalities in professional bass fishing wear the Toyota Tundra Fishing Team jersey. We created these short webisodes to give the fans what they want while leveraging Toyota’s brand presence as a proud sponsor of the tour and its most prestigious event, the Toyota Tundra Bassmaster Classic. Here you see the camaraderie that develops to keep competitors sane during their eight months on the road. This was also edited down to :60 and aired on ESPN.
Superstitions
Athletes are notoriously superstitious. And in professional bass fishing – a sport with more intricacies and uncontrollable variables than perhaps all others combined – superstitions run rampant. This Toyota Tundra Fishing Team webisode engages fans with a personal look at their heroes’ quirks. It was edited down to :60 and aired on ESPN.
Mind Games
Some of the world’s top professional bass fishermen discuss the focus it takes to win and some of the challenges of the tour. Above all, these Tundra Fishing Team webisodes/:60 commercials are true to the professional bass-fishing experience and offer fans a chance to connect with the best in the game. From a branding perspective, they build a relationship between Toyota and the fan. A new dynamic we were proud to help bring to fruition on the web and on ESPN Saturday mornings.
Family Traditions
This webisode/:60 spot takes a trip back in time to the origins of our pros’ passion for fishing. We felt a nostalgic look at our anglers’ roots would have an emotional appeal and speak volumes about the Toyota brand. Volumes that can be summed up in three words: They get it.
