Proactive Brief
In an agency-wide pitch, we were asked to pin-point and solve a business problem in the automotive industry. After extensive research, we identified a trend in purchase consideration around the arrival of a new baby – leading us to our next challenge: how to make that purchase a Toyota.
Insight
75% of people surveyed changed their car when they started or grew their family.
Objective
Become the #1 vehicle of choice for families.
Audience
Couples who have recently fallen pregnant.
Solution
Toyota Tots 2020
All babies born in 2020 receive a complimentary, fitted car seat in their new Toyota.
The national campaign was supported by partnerships, giveaways, and a company commitment to parent-friendly policies – helping make Toyota the first brand you think of when you think family.
Digital banner
Digital banner
Extensions
UBER PARTNERSHIP
Research has shown that a lack of mobility after birth can increase the risk of post-natal depression. To combat this, we proposed a partnership with Uber to create a fleet of child-seat-fitted vehicles, readily accessible to new mums looking to leave the house.
family box
Inspired by a Finnish Maternity program, we proposed that a complimentary goodie box containing sunshades, a clip-on Toyota toy, emergency change pack and more be given to all new Toyota parents.
Car seat FITTINGS
As one of the main pain points when making your car baby-ready, we proposed making baby seat fitting free at all Toyota dealerships for customers and non-customers alike.
