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?
EL 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.
CREDITS:
Directed & Photographed by Hector “El Oso” Marquez
Benjamin Blascoe, Creative Director
Alejandro Clopatofsky, Creative Director
Jorge Pelayo, Senior Copywriter
Jorge Rodriguez, Senior Art Director
Produced by Davis Elen Advertising