Shop (and Toyota) Is Riding High After a Campaign That Tied Latinos’ Pride in Their Heritage With Pride in Owning Car Brand

Tim Morrison said he works with four ad agencies at Toyota, but only his Hispanic shop, Conill, was intrigued enough by the company-supplied statistic that 90% of all the Camrys sold since 1994 are still on the road to pose the question, “What happened to the other 10%?”

Conill, which handles work for all Toyota brands, also came up with a stunningly simple idea to link Latinos’ pride in their heritage with pride in being a Toyota owner, just as Toyota struggled to recover from falling sales and a dinged safety reputation last year.

Read the entire article at Ad Age.

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