Toyota Corolla Campaign Wins Bronze Award for Best Automotive Marketing Campaign of the Year; Receives Bronze Summit Creative Award for Consumer Campaign
Outsell and agency partner Saatchi & Saatchi won two Bronze Stevie® Awards in The 12th Annual American Business Awards in Chicago on June 13, 2014. The 2014 Toyota Corolla Launch Campaign won for Best Automotive Marketing Campaign of the Year and for Online Marketing Campaign of the Year. Earlier this month, the Toyota Corolla 2014 Launch also received a Bronze Summit Creative Award in the category Consumer Campaign Regional/National.
The American Business Awards are the nation’s premier business awards program. All organizations operating in the U.S.A. are eligible to submit nominations – public and private, for-profit and non-profit, large and small. More than 3,300 nominations from organizations of all sizes and in virtually every industry were submitted this year for consideration in a wide range of categories. More than 240 executives worldwide who participated in the judging process this year selected Stevie Award winners. Details about The American Business Awards and the lists of Stevie winners who were announced are available at www.StevieAwards.com/ABA.
The Summit Creative Award has enabled creative firms to receive the recognition they have long deserved. This international advertising competition offers participants a unique opportunity to showcase their talents alongside similarly positioned agencies, and to have their work judged by experts in the advertising field. Companies and individuals from more than 50 countries and across five continents have participated in this prestigious 20-year competition - the first and best of its kind.
“The 2014 Toyota Corolla Launch campaign was a joint effort of talented creative strategists at Saatchi & Saatchi NYC and the Outsell Insights team that earned them the recognition and honor of both a Stevie Award and a Summit Creative Award,” said Michael Wethington, President and CEO, Outsell LLC. “This campaign is another example of how consistent targeted emails combined with a custom microsite showcasing cross-channel digital marketing can greatly improve consumer engagement and drive sales at the dealerships.”
2014 Toyota Corolla Launch
The all new 2014 Toyota Corolla was about to launch and Outsell & Saatchi & Saatchi were tasked in 2013 to improve perception and drive awareness, test drives, and sales for 214 participating Toyota dealers across the United States. Prior to the launch, a plan was designed to connect to each dealer's sales database and send out Corolla teaser emails for several months prior to the launch in order to gather behavioral click data and measure Corolla interest.
The 2014 Toyota Corolla Launch campaign consisted of 3 main elements. First, utilizing online and offline behavioral data gathered from the teaser phase, a targeted initial email was deployed that was meant to spread awareness and send traffic to the second element, a custom Corolla microsite. While on the microsite, consumers were immersed in bold, fresh, high-impact colors that mirror the brand's youthful vitality. Consumers were also encouraged to schedule a test drive and browse the dealer's inventory. The third element of the launch was a targeted follow-up email to the consumers who engaged in the initial email and microsite. The goal was to re-engage these consumers and close the deal on a new Toyota Corolla.
Outsell and Saatchi & Saatchi saw extraordinary engagement rates with the 2014 Corolla Launch. For example, 70,000 consumers interacted with the Corolla Launch emails and microsite. Consumers who interacted with this campaign generated approximately $3.8 million in Corolla sales revenue for the participating dealers.* To view examples of the award-winning campaign, please visit: http://dsdealer.com/styles/2014corolla/award/index.html
“It’s an honor for us to recognize and celebrate such an outstanding class of organizations and individuals,” said Michael Gallagher, President and Founder of the Stevie Awards. “The judges were especially discerning this year. All of this year’s Gold, Silver and Bronze Stevie winners should be proud that the judges recognized their achievements and their ability to express those achievements in a way that captured the judges’ hearts and imaginations.
About The Stevie Awards
Stevie Awards are conferred in five programs: The American Business Awards, The International Business Awards, the Asia-Pacific Stevie Awards, the Stevie Awards for Women in Business, and the Stevie Awards for Sales & Customer Service. A sixth program, the German Stevie Awards, will debut later this year. Honoring organizations of all types and sizes and the people behind them, the Stevies recognize outstanding performances in the workplace worldwide. Learn more about the Stevie Awards at www.StevieAwards.com. Sponsors and partners of The 2014 American Business Awards include Biz Talk Radio, CallidusCloud, Citrix Online, Cvent, Engility, John Hancock, LycaMobile, PetRays, and Softpro.
*Individuals who interacted with the campaign and subsequently purchased a new Corolla from a participating dealer determined calculated linked sales revenue. Revenue was calculated based on the price paid to the dealer for each Corolla sale.