Last fall, to celebrate its tenth year as the most beloved car brands among Hispanic consumers, Toyota decided to show some love back to its fans with this endearing campaign built on a special insight. There's a custom among Hispanic families to name their cars, just as they would name a loved one. So Toyota and Conill launched "Mas Que Un Auto," a campaign that gave Toyota owners custom nameplates bearing the names of their vehicles. Drives simply have to go to Masqueunauto.com, where they can input their cars' names, and about a week later, they'll receive a shiny badge -- in the very same typeface as that of official Toyota branding -- bearing their vehicle's moniker.
"For Latinos, getting to buy a car is historically something that involves a lot of struggle," Conill Chief Creative Office Javier Campopiano told Ad Age. "Once you get to the U.S., it's different because it's easy to buy a car here, but we have that background in our DNA. So we love our cars in a special way -- we feel they are part of the family. It sounds a little bit strange and funny, but it's the truth for us."
The campaign was launched last fall but has been so popular the automaker has kept in going. Jack Hollis, Group VP-Toyota Marketing told Ad Age the brand originally expected about 25,000 badge orders in the first two months but ultimately received 50,000. To date, Toyota has received about 100,000 orders.
The campaign has generated a number of compelling owner stories -- including one family who named their car after a late niece, to another group who have turned the badges into a platform for supporting research for Cystic Fibrosis. Conill will be producing some of those stories for for social media. Toyota also just took the campaign up a notch and is now asking consumers to imagine what an ad featuring their car would look like. Toyota and Conill will produce the best idea as a real broadcast spot later this year.
Read more about the "Mas Que Un Auto" campaign on Adage.com.