2015 Toyota Camry Launch recognized for excellence in email marketing in the automotive industry; Campaign generated over $20 million in Camry sales revenue for Toyota dealers
Outsell, with agency partner Saatchi & Saatchi, was presented with a 2015 W³ Award from the Academy of Interactive and Visual Arts. Outsell and Saatchi & Saatchi’s 2015 Toyota Camry Launch campaign won a Silver Award in the Email Marketing for Automotive category.
The W³ Awards honors creative excellence on the web, and recognizes the marketing professionals behind award winning websites, videos and programs. The W³ Award is the first major web competition to be accessible to the biggest agencies, the smallest firms, and international agencies. A complete list of the winners can be found on the website http://www.w3award.com/winners/
“It is a great honor that Outsell and Saatchi & Saatchi’s work is being recognized once again by The Academy of Interactive and Visual Arts,” said Michael Wethington, CEO of Outsell. “The Saatchi and Outsell teams continue to produce impressive campaigns that help Toyota North America successfully launch vehicles each year and in this case, the 2015 Camry. The results of this carefully crafted campaign validate that an analytically driven campaign with leading interactive components can greatly increase vehicle sales and consumer engagement.”
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 calculate linked sales revenue, we looked at individuals who interacted with the campaign and subsequently purchased a new Camry from a participating dealer. Revenue was calculated based on price paid to dealer for each Camry sale.
To view examples of the award-winning campaign, please visit: http://www.outsellauto.com/files/saatchi/CamryAward2015/