“It’s Ready. Are You?” The campaign demonstrates how the seventh-generation model addresses changes in consumers’ vehicle needs, expectations and driving habits through the combination of new innovations and improvements to interior and exterior styling.
Toyota Motor Sales, U.S.A., Inc. today (Oct. 17) announced the official launch of its marketing campaign for the all-new 2012 Camry.
The 2012 Camry is among the first Toyota vehicles to offer an in-car experience, Entune. Owners will be able to download a collection of popular mobile applications and data services via touch screen or voice command. Applications include Bing, IHeartRadio, MovieTickets.com, OpenTable and Pandora.
“We recognized the need to give Americans a smart, safe and worry-free vehicle they can rely on, and our marketing campaign communicates this message,” said Bill Fay, group vice president of marketing for Toyota.
Understanding that today’s drivers want the complete package, the “It’s Ready. Are You?” campaign, created by Toyota’s advertising agency of record, Saatchi & Saatchi LA, touts the reinvented Camry’s features in safety, efficiency and intuitive mobile media technology.
Campaign messaging focuses on performance, innovation, safety and MPG, showcasing key product features and packaging.
The campaign elements include broadcast, print & digital, social media, and out-of-home.
Beginning in November, consumers will have the opportunity to get behind the wheel of the 2012 Camry at over 125 events through March 2012.
The Toyota Drive Center national ride and drive tour, along with activations at select Life Time Fitness locations across the country, will give the public a chance to experience the vehicle firsthand.
Diversity marketing will continue to be an important component of the product launch. Toyota has developed tailored campaigns with its multicultural agencies of record, Burrell, Conill and interTrend to highlight the key attributes of the Camry for the African American, Hispanic and Asian American markets, respectively.
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