EL PROBLEMA: In recent years, Toyota had seen sales declining in the Hispanic market. We looked at how we could reverse this trend, generate more vehicle sales and increase our share of this vital and fast-growing market segment. A dramatic change was clearly called for.
EL BACKGROUND: Two key cultural insights led us to our “big idea.” The quinceañera is a traditional rite-of-passage celebration in many Latin American countries as well as here in the U.S. But in a major cultural shift, instead of the usual huge party, a new generation of quinceañeras has begun asking instead for something more practical, such as a new car.
We then connected that insight with another: the television genre watched in most Hispanic houses, the world-famous soap operas known as telenovelas. What if we were to develop a creative plan that would meaningfully connect with the Hispanic consumer by linking those two worlds? What if we created our own telenovela story line around a quinceañera who, in dramatic defiance of tradition, wants a Toyota?
LA SOLUTION: In late 2018, we created a Toyota telenovela. It would not just mimic the classic telenovela format, but produce a real telenovela where a story line developed throughout the year with Toyota at center stage. We titled it in typical novela intensity: The Wheels of Destiny. The results were so dramatic and so immediate that in 2019 we produced a second season.
In 2018 and 2019, we blanketed Los Angeles with: 606 Bus Kings, 2,245 outdoor boards and 20 digital boards.
Total Impressions: 13,728,955
Total Engagements: 1,275,337
We carried the telenovela storyline through to radio, producing 21 spots that were heard on radio stations and digital devices throughout Southern California. 21 RADIO SPOTS! You know that a NOVELA is good when it turns into a TELENOVELA with 52 TV SPOTS!
IN 2018, LAS RUEDAS DEL DESTINO DELIVERED DRAMATIC RESULTS:
AND IN 2019, THE RESULTS WERE EVEN MORE DRAMATIC:
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