The automaker hopes to attract male prospects to TuTruck.com (YourTruck.com) with unbranded, offline ads in newspapers and magazines, as well as online banner ads with the headline "Cuan grande es la tuya?" (How big is yours?) accompanied by a measuring tape.
On the site, visitors are asked to identify the make, model and year of their current pickups. Their selections are followed by one of 22 videos featuring a comely female who giggles, laughs and puts down the competition. She then recommends the Tundra by holding up a big poster of the pickup, which consumes the computer screen and lets visitors send an e-card from the site to friends or check out the vehicle's features.
The ad theme's reference to size "is definitely a guy thing to get their attention," said Jayson Fittipaldi, president of Nobox Marketing, Toyota's online shop based in San Juan.
The eight-week online campaign touts the size of the Tundra, paralleling launch work from Toyota's lead agency on the island, Badillo Nazca Saatchi & Saatchi, San Juan, Mr. Fittipaldi said.
Juan Carlos, chief technology officer of Nobox, said the agency's research revealed "what buttons we needed to push to create an emotional connection" with prospects, including Tundra's size and different attributes.
Full-size and compact pickup sales in Puerto Rico total between 12,000 and 14,000 annually, Mr. Carlos added.
"We are very excited about the launch of the new Tundra," said Maribel Bengoa, marketing manager of Toyota de Puerto Rico, "and we wanted a marketing concept that would intrigue and connect with local, true truckers."