2015 Toyota Camry Launch Honored with the Leader Award for Consumer Integrated Campaign
Outsell, with agency partner Saatchi & Saatchi, has won the 2015 Summit Emerging Media Award (EMA). The 2015 Toyota Camry Launch was honored with the Leader Award in the category Consumer Integrated Campaign. This is the second year in a row that Outsell and Saatchi & Saatchi’s innovative marketing campaigns created for Toyota North America have been recognized with a Summit Emerging Media Award.
“This is a great way to kick off the year and I’m extremely proud of Outsell and Saatchi & Saatchi’s teamwork on the 2015 Toyota Camry launch. Thank you again Summit International for recognizing their creative efforts,” said Michael Wethington, President and CEO, Outsell. “We are always looking for new ways to give automotive brands the edge in a competitive space. This integrated campaign is a perfect example of how a carefully designed and executed campaign can greatly increase consumer engagement and vehicle sales at the dealer level.”
2015 Toyota Camry Launch
Outsell and Saatchi & Saatchi developed an integrated media campaign to help Toyota dealers sell down the 2014 Camry inventory before the 2015 models arrived on dealer lots. The campaign kicked off by connecting to 207 dealer databases nationwide to send dealer-branded campaigns via email, which led them to a microsite, using sophisticated data-driven behavioral targeting in order to find potential Camry buyers.
The creative took the prospect on a journey of lifelike emotions from courtship to relationship. A seamless Parallax website experience used edgy language with bold colors that vividly demonstrated Camry’s bells and whistles.
Each phase, from sell-down to post-launch, generated unprecedented level of consumer engagement. 150,000 people nationwide interacted with the campaign, and 11,600 of these people clicked to “Schedule Test Drive.” Most importantly, consumers who interacted with this campaign generated approximately $21,277,537 in Camry sales revenue for participating dealers.*
To view examples of the award-winning campaign, please visit: http://www.outsellauto.com/files/saatchi/CamryAward2015/
*To calculate linked sales revenue, we looked at individuals who interacted with the campaign and subsequently purchased a new Toyota Camry from a participating dealer. Revenue was calculated based on price paid to dealer for each Camry sale.
About Summit Emerging Media Award
The Summit Emerging Media Award (Summit EMA) evolved through a need to recognize and celebrate creativity, innovation and those pushing the bounds of creative excellence in all forms of emerging media. Traditionally, advertising has focused strictly on the big idea. Today, advertising needs to break new ground to keep up with the ever-changing pace. It is not about big budgets, but rather big ideas. This award is for the marketers, coders, designers, developers, innovators, visionaries and leaders in this exciting new realm of advertising. The award offers recognition for introducing new methods, directing and helping to set the pace for emerging media, and demonstrating excellence on the web, through apps, videos, mobile sites and social media.