Kim McCullough

Corporate Manager,

Marketing Communications

Engaging Consumers in a New Media World

The Reality of Media Today

The expanding definition of “media” is creating more content choices…

And block unwanted content…

The ability to create your own content…

Create a blog or a website

*not tech only

Overriding Driver and Motivation:Gain Understanding of the Customer

• Yields Actionable Insights • Drives Relevancy and Innovation • Ultimately Engages the Consumer

• 17 Models = 17 Different Answers

Not Just When & Where - But How & Why

• Created a new tool for deeper insight• Consumer context research is used to

influence • More relevant media planning• Match the right content with the right context• Shape creative decisions

Un

exp

ecte

dT

rad

itio

nal

UnexpectedTraditional

on

VIRAL / COMMUNALTundra’s At The Line of Scrimmage Show

Our Own Video Game

“The first car with an immune system” Camry floor decal

Two Roads to Baja

CVS

:30 TV / PrintThe Hybrid

Synergy Drive message on gas

pumps

Broadcast Broadcast

Print

Print

Digital

Digital

Digital

1:1

1:1

1:1

TDA TDA

TDA

Print

Digital

TDA

Tundra Yaris FJ Avalon

Broadcast Print Digital 1:1 Other TDA

The Result = NO TWO PLANS ARE ALIKE

All-New TUNDRA• INSIGHT

• Keep it real – Cut to the chase • Media consumption follows his passions• Not a techno-early adapter – rather an

invaluable tool• ACTION

• Deep into key passion areas• Stay authentic and meaningful• Present information quick and digestible

Authentic & Relevant in Digital Media

Provide Meaningful Product Experience

RESULTSIn 3 months, the all-new Tundra has established positive momentum with Truck buyers, posting significant increases in key attributes

• Brand Personality• Tough +10.3%• Rugged + 9.9%

• Imagery• Is Authentic +12.6%• Powerful +11.8%• Is Durable +11.4%

Source: Hall & Partners

All-New FJ Cruiser• INSIGHT

• Establish credibility with the audience!• Off-road, 4x4 Enthusiasts• Adrenaline and youth, extreme sports

• ACTION• Build relevant content to share this authentic

experience• Use multi-media platforms to reach the target

where he is

Results

Two Roads to Baja

TV

FJ Brochure

Print

Online

Events

Toyota.com

TiVO DVD

Mobile

All-New YARIS• INSIGHT

• Young adults consume media!• Pop divers – use media as social currency• Community is important to them – in life,

online, with the media they let in

• ACTION• Use traditional media in non-traditional ways

Toyota - Smallville Content Wrap #2 Video

Results: Relevant Content Engages Viewers

1.40

1.50

1.60

1.70

1.80

1.90

2.00

2.10

2.20

1 2 3 4 5 6 7 8 9 10 11

Minutes

Av

era

ge

Ra

tin

g

Smallville Content Wrap Smallville Program Avg Average Commercial Rating

[ Program ] [ Commercial Break / Content Wrap ] [ Program ]

+28%

Source: Nielsen

Results: Key Brand Measures Increase

65%

31% 31%

63%

43%

25% 24%

77%

0%10%20%30%40%50%60%70%80%90%

Memorability BrandCommunication

Brand Opinion Seamless Fit

Toyota, Smallville Content Wrap Toyota, Smallville Commercial

Source: IAG

Conclusions

• Focus and understand the consumer

• Embrace change and take risks - don’t be afraid of what you don’t know

• Kaizen!