Toyota — Been Places

Toyota

The shared experience of ownership

We wrote and produced a campaign of ten broadcast spots that promote Toyota Genuine Accessories and celebrate the shared experience of owning a Toyota. “Been Places” follows drivers through a series of humorous real life adventures — conceived as the next step/counter point to “Let’s Go Places”, the ever-present brand tagline.

Stills from "Exhaust Battle" and "First Date"

Driving Engagement

With a very modest paid broadcast budget, we leveraged the national dealer network social channels to help the campaign make some serious noise. The audience for each spot grew quickly on owned media with millions of impressions — and then a ton of earned media added to that as well.

The major coup, however, was the establishment of a stronger parts & accessories communication channel with existing Toyota owners. The brand had tapped into the affinity owners felt toward their cars and other Toyota drivers. It was the first time we were able to use accessories as the draw for a dealer visit, going beyond service notices and discount offers to connect to existing owners in more compelling ways.

Key takeaways

Toyota's original accessory-specific broadcast campaign
Tapped into the shared affinity of owners for their cars and for other owners
Low media budget found huge exposure

What we did

Concepted, scripted, produced and edited ten broadcast spots
Campaign and media strategy
Response measurement and analysis
Campaign extension tactics and follow-through

Key takeaways

What we did

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