TOYOTA “Our Life”

Presented By

Nathan Terwilliger

NMDLC. April, 2010.

Integrated Media Components for North American Campaign:

• YouTube

• Blogging

• Tweeting

• Mobile

• Jay Leno

• Video Contest

• Media Relations

• National Television Photo courtesy of http://www.flickr.com/photos/toyotauk/

Photo Courtesy of http://www.flickr.com/photos/warrenski/

Is this you? How we see Toyota.• Business: In North America, Toyota Company is primarily invested in the Automotive Industry and personal financing for purchasers.

• Goals: To be A good corporate citizen and to pursue growth in harmony.

• Challenges: The recent "Toyota recalls" have damaged North American perceptions of Toyota Company as a reliable and trustworthy company as a product and leader.

• Notable: Toyota Company donates $25 Million a year in philanthropy in North America. (on average since 1991), as well as on average $3 million in scholarships every year for college bound seniors. (Source: www2.Toyota.co.jp)

The Video Contest:Produce a 45 second video with up to two friends on a specific

theme. The time line will run from April 20th through June 20th, to make use of the end of the school year.

The Five Themes:

• “Stay in School”

• “Use Your Voice”

• “Say no to Drugs”

• “Be Green”

• “Find Balance”

Photo courtesy of http://www.flickr.com/photos/topgold/

Photo courtesy of http://www.flickr.com/photos/samgranleese

Promotion of Video Contest

Advertising Through:

• Television

• YouTube

• Cinema

• Mobile

Blogging, Tweeting and Media Relations

An effort to promote hype and chatter surrounding the video contest.

• Social Media Announcements

• Schools

• Hollywood

“Our Life” Video ProductionVideo highlighted after the landing video showing the contest promotion on Toyota YouTube channel, and becomes the landing video after the

promotion has been voted.

Video will also be run as the traditional car commercial on Toyota Companies favorite network time slots, although at a reduced rate (5 different slots on network television, 24 times each show

over a six month period).

Photo courtesy of http://www.flickr.com/photos/goldberg/

Friday/Saturday Night T.V HostTo present winning videos and a publicity outing for Toyota to appear sincere

Guest appearance by a Toyota Representative, preferably key leadership.

When asked if this campaign is in response to the Toyota Recalls, Leadership can honestly claim:

Photo courtesy of http://www.flickr.com/photos/diadsie/

"Yes in part: how does a company show it wishes to repair a relationship? However we do spend more than this each year on scholarships for achievement in just the U.S. At the same time, this latest recall has been beneficial to us; it has made us reflect even more on what is really important to us as a company, and it’s not just advancements and innovations, even the green ones we are so proud of."

Photo courtesy of http://www.flickr.com/photos/asimulator/

Run Winning Videos as Ads Nationally

Give authors credit as well as show a brief sponsorship Toyota logo at end of ad. Studies have shown that if done properly, and the ad itself captures the attention of the viewers, a 2-3 second viewing of the Toyota Company logo at the end of the film is enough for viewers to equate this promotion with Toyota, and hopefully it leaves a pleasant taste in the viewers mouth.

In addition, the five winning ads will also be showcased on Toyota's YouTube channel without cost to Toyota.

Metrics for Success:

• YouTube Contest Submissions

• YouTube Toyota Channel Views

• Hits on Toyota Website

• Social Media Noise Level

• Ratings of Talk Show Event

• Improved Image

• Increased Sales Levels

Photo courtesy of http://www.flickr.com/people/kimncris/

Costs• Video Contest Promotion (Two Month Duration): $10,800,000.

• Blogging, Tweeting, and Media Relations (Six Months): $200,000.

• Video Contest Awards (One Time): $800,000 - $1,900,000.

• “Our Life” Ad and Video (Six Month Duration): $30,100,000.

• Winning Ads Run on T.V Networks (Four Month Duration): $37,500,000.

• Total cost of Campaign (Six Month Duration): $79,400,000 - $80,500,000.