CASE 2-3 : CAMRY GOES INTERACTIVE TO ATTRACT BLACK WOMEN

BUSINESS SITUATION AND CAMPAIGN OBJECTIVES

Background and Business Objectives
• Within the African-American consumer market (AACM), the midsize passenger car segment is a fierce battleground. This category includes the bestselling Toyota Camry as well as two well- known rivals – Nissan Altima and Honda Accord. • The launch of the redesigned 2007 Camry was seen as an opportunity to steal share from the competition but the buyers Toyota hoped to steal did not see a reason to test drive the new Camry. Before even seeing it, African American buyers who were interested in Altima and Accord had stereotyped Camry as a “boring car for boring people”. • The challenge was to convey that the new Camry was the opposite of “boring”; to position Camry as just as surprising and unexpected as the buyers themselves.

MARKETING STRATEGY n e ve • T h e m a rke ti g o b j cti s w e re to : G e n e ra te a w a re n e ss fo r th e C a m ry ’ s styl n g a n d te ch n o l g i l i o ca a d va n ce m e n ts. d o . • C h a n g e p e rce p ti n s o f C a m ry o a m o n g A fri n -A m e ri n s ca ca i te n d i g to b u y co m p e ti ve n n ti b ra n d s (“ co n q u e st i te n d e rs” ) b y n d e l ve ri g a su rp ri n g exp e ri n ce i n si e th a t w o u l ca u se th e ta rg e t to d re co n si e r C a m ry ( I cre a se d n co n si e ra ti n ).

m y li sp re a d o u t o ve r m e d i . p ro d u cti n a o a n d p ro m o ti n / P R .5 m i l o n .BUDGET g • T h e to ta lb u d g e t fo r th e a ssi n m e n t (“ IfLooks Could Kill campaign ) ” w a s a p p roxi a te l $ 2 . o .

This information was combined with registration data from RL Polk that showed that the African American car buying market skewed more female (57%) and was largely single (54% for African Americans versus 29% for the General Market). We targeted African American single women. They were positively inclined towards both Toyota and Japanese vehicles. We spoke with African American single women who described themselves as self-confident risk takers. A key segment were the “Flossers ” – a slang term for African Americans who “want to drive fast and be noticed”. street savvy consumers who would buy Nissan Altima for its performance and Honda Accord for its styling. • • • •  .dubbed “Femme Flossers” . Our hypothesis was that these women might find Camry too tame for their tastes. So we utilized the qualitative research to get feedback on a campaign aimed at showing the Camry in a surprising and unexpected way: “If Looks Could Kill” . Burrell recommended a conquest strategy (stealing share) for the launch of the redesigned 2007 Toyota Camry. The Femme Flosser’s passion points were visceral entertainment. They were style-conscious. they considered Camry “a family car that does not fit my lifestyle . socializing with friends. As expected. Camry was seen as boring.who were predisposed to buying Honda Accord and Nissan Altima.Research Story • • In 2004.a viral.207 African American vehicle intenders to better understand consumer segments within the African American Automotive Market. so we aimed to develop research that would serve as a springboard for a specific creative challenge: “What could we do to make the new Camry the opposite of ‘boring’?” To answer that question. adventure/vacation travel.” In essence. The study was designed to identify and describe naturally occurring segments and prioritize them based on attractiveness as targets for Toyota. aspirations. Polk data also showed that Toyota’s fiercest competition for the African American car buyer were Honda and Nissan. and success – “it’s all about me”. purchase considerations and media habits differed from those of Toyota Camry “loyalists”. representing a range of professions from entrepreneurs to graphic designers. we used qualitative testing and story telling techniques to understand how the Femme Flossers’ lifestyles. fashion. Toyota conducted a segmentation study of 2. predominantly unbranded approach aimed at appealing to the Femme Flossers’ more adventurous nature while showing off the new Camry in ways that would “surprise and delight”.

with a new installment delivered online each week. high stakes. to set up a marketing dashboard to track web traffic and gain learning for future African American web marketing. mystery.  • Campaign Idea • Toyota approved the testing of an innovative unbranded marketing concept called “If Looks Could Kill” (ILCK). a chance to win glamorous prizes.Campaign Description Target Audience • African American Femme Flossers.  . proven sensational plot lines. take-no-prisoners femme fatale. and opportunities to explore the new Camry while still immersed in the game. • Burrell worked with Toyota’s internet marketing agency. The interactive story moved between traditional and non-traditional media to bring Bianca and her Camry vividly into the real world. to develop a campaign comprised of six episodes that blended digital video with interactive scenes to actively engage our audience with Bianca. When Bianca was really in trouble. ILCK was one of the first alternative reality game designed especially for an African American female audience. 25-40 years of age with a household income of $70K+. our Femme Flosser heroine and her Camry. iCrossing.com over a six-week period. 42 Entertainment. Participating viewers received more clues. Six episodes ran online at www. with emphasis on those giving higher purchase consideration to Camry’s competition. she turned to the viewer for help. • The story had all the elements of blockbuster entertainment: exciting locales.iflookscouldkill. romance. Burrell worked with a leader in the field. a stylish car and a beautiful.

• High-impact units such as custom rovion ads and video pre-roll had excellent performance due to the more engaging nature of the unit. events and public relations. DC. radio. online advertising. • Trade and consumer press events mixed fashion and espionage via a New York City celebrity launch party and boutique shopping parties in Atlanta.Media plan • The support for the campaign ran from June 16th through July 27th. It included print. Los Angeles and Philadelphia. Chicago. Google targeted placements were also used to seed If Looks Could Kill messaging in contextually relevant target sites which revolved around music and where Femme Flossers could be found. .

intercept sample of 211 out of 194.000 unique visits). a single African American woman seen as daring. “ Bianca ”. The site immediately changed competitive intenders image of Camry from “ suburban family car to one that is sleek and stylish .Business Results • The “ If Looks Could Kill ” campaign was tested among people who visited the site (web.” There was high resonance among both Camry loyalists and competitive intenders with the hero of the story. independent and resilient . as well as among a sample of 118 people who were sent to the site (“push” sample) of Hall & Partners respondents.

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advanced engineering) were successfully elevated. and “innovative”. imaginative and buzz worthy. Additionally. • Overall. the “If Looks Could Kill” campaign was perceived as unique.• . technologically advanced. distinctive and offered a clever way to engage with consumers. “up-to-date”. cutting edge design. Perceptions of innovation and design (a step ahead. • . In the Hall & Partners study. the media and PR results far exceeded the campaign’s goals. The campaign was also effective at driving consideration and generating awareness among targeted African-American women after being exposed to the site. ILCK generated positive opinion about the Toyota brand and shifted Camry perception towards “stylish”. Those respondents who experienced the website found it entertaining.

equivalent to $10. exceeding goal by 257%  Generated slightly over 1 billion PR impressions.Results Summary Our goal was to generate awareness for Camry ’ s styling and technology  296 million in paid media impressions achieved.370 in paid media  .336.

Our biggest challenge was changing perceptions of what is already the best-selling car brand among African Americans:  Po st exp o su re p e rce p ti n o f o C a m ry g re w b y 1 2 p e rce n ta g e p o i ts. n exce e d i g g o a lb y 1 4 0 % n  Po st exp o su re ch a n g e i p u rch a se n co n si e ra ti n fo r C a m ry w a s 1 8 d o p e rce n ta g e p o i ts. exce e d i g g o a lb y n n 260%  Po st exp o su re l ve l o f vi ra n cy e s b ( positive buzz ) for Camry grew by 33 p e rce n ta g e p o i ts. exce e d i g g o a lb y n n 560%  .

major changes to the product and product position could hurt it in the mass market. “You are like me and I like this car. and identification. urban lifestyle. Q7) Why do you think Camry chose to try to change perceptions of their car rather than changing the car itself?   Camry has been highly successful in reaching a mass audience and leading car sales in the US.   And while it might at first seem odd that Camry tried to change perceptions rather than reality.   Normative influence is not really being utilized in this campaign. • • . the Camry has been.   There is no threat of punishment or promise of a reward by the group for compliance (buying the Camry).   Identification influence is likely the strongest influence being utilized.. it is worth noting that for such a “mass-market” brand.   The implicit belief is that Camry is part of an active.   After all. Q3)   What values and aspirations does this campaign tap into relating to the sub-groups of professional women and professional African-American women?   This campaign taps into both professional women and African-American women – values and aspirations relating to modern gender roles and upward mobility and status for women and Blacks and so on. so you will too”. which type(s) of group influence do you see operating in this campaign?   Informational influence is a potential since a member of the target group is implicitly saying. normative. professional African-American women. adventurous.   Notice the strategy of showing a member of the target group using the automobile which is consistent with an identification influence strategy.   Assuming Bianca is a representative for the group consisting of successful..• • Case Study Selected Answer Guide: CASE STUDY CASE 2-3 CAMRY goes interactive to attract black women Q1) There are three types of reference group influence – informational. urban.   The goal here is to have the target market identify and internalize group values and beliefs and then act on them.

New Work .

New Environmen t .

New Colleagues .

Welcome .

Today’s Overview .

Learning Objectives • • • • Technology Procedure Policies Benefits .

NEW WORK .

New Work T h e te ch n o l g y l a rn i g o e n cu rve  .

com Doug@company.Who’s Who Lead Jim Dee Mavis Doug Contact information Jim@company.com Dee@gcompany.com Mavis@company.com .

Working Toward Mastery Achieve Mastery Projects Worked On Get Experienced Get Familiar Time Spent .

Doing Your Best Work • Working from home • Working offsite • Technology requirements .

Case Study • J re m y e – H i fi d a y s rst – M i ke s m a d e sta – S u cce sse s a ch i ve d e – T h e m o ra lo f th e sto ry .

Discussion • W h a t w e ca n l a rn fro m e J re m y e • B e st p ra cti s ce • Ta ke -a w a ys .

Summary n l • D e fi e yo u r ch a l e n g e s – Te ch n o l g i la s w e l s p e rso n a l o ca la i c o • S e t re a l sti exp e cta ti n – M a ste ry i n o t a ch i ve d o ve rn i h t s e g • K e e p yo u r e ye o n th e g o a l – M e n to rsh i p ro g ra m s p .

Resources • < Intranet site text here > < hyperlink here > • • < Additional reading material text h e re > < hyperlink here >  • T h i sl d e d e ck a n d re l te d s i a re so u rce s: < hyperlink here > .

QUESTIONS? .

APPENDIX .