RESPONSIVE SITE. BRAND DEVELOPMENT. SOCIAL CAMPAIGN. SUPER BOWL TV SPOTS.
The Camry Effect
The launch of the 2012 Camry needed to be a big one. Apart from a huge sales target, Toyota wanted to steer the conversation from tsunamis and recalls to road trips and reliability. Problem was, Camry owners weren't talking online. And shoppers wouldn't consider buying Camry until they'd read one or two reviews. If we could get a fraction of the 6.8 million Camry owners to tell their story online, we'd have a Yelp-like site people could use when shopping for cars. It was a dynamic opportunity to utilize digital and social in a way that excited conversation and redefined the consumer role.
The deliverables list was quite extensive, consisting of overarching campaign branding, a completely CGI intro video, a fully-immersive responsive site experience, multiple fleets of banners and iMedia, two Super Bowl TV spots, four web-based documentaries, social posts, and POS visual displays for use at Toyota dealerships. A campaign of this scale would typically take up the better part of a year — we went from concept to implementation in about three and a half months.
Upon arrival at The Camry Effect, users were greeted with an explanatory intro video, created in full CGI. From there they could dive right into the experience.
RESPONSIVE WEB SITE
The homepage leveraged 3D assets lifted directly from the intro video. Users could elect to learn more about the site, explore "Effects" created by other Camry owners, or dive in and create their own "Effect." To keep the site simple, we offered users three unique ways to explore the site — by Timeline, Geolocation, or Themes. The Timeline view allowed visitors to experience 30 years of Camry stories, all the way back to the original model. The Geolocation view let visitors explore Camry stories via a heat map, quickly showing which parts of the country had the most love for the Toyota Camry.
To create a personalized Camry Effect, users would answer a series of quick fire questions relating to their ownership experience. Each unique answer was tied to an individual 3D asset that would then be generated and added to their personal scene or "Effect."
The result was a highly visual, 3D scene, personalized and tailored to each user's unique experience with the Toyota Camry. Because the question flow was dynamic, no two "Effects" were identical, creating a truly customized experience for everyone.
The ever-evolving social network we built in six weeks was just the beginning. This interactive experience, with dynamic choose-your-own-adventure question logic, real-time stats based on user interaction, a custom moderated back-end for saving stories and customized animated 3D flash collage that could be shared anytime, was a huge accomplishment on its own. But we wanted to push it. To increase engagement, we partnered with Shazam to launch an interactive Super Bowl spot: when viewers Shazamed our spot, they were entered to win two Camrys, then they were driven into our experience to create and share their story. Cause and effect, thus: The Camry Effect.
THE SUPER BOWL TV SPOTS
In conjunction with The Camry Effect website, we wrote and produced two, 60 second TV spots for the Super Bowl. The first spot, KENTUCKY, was shot on-location at Toyota's manufacturing facility in Georgetown, KY. It features real Toyota employees and depicts the vehicle production process, while layering authentic, sincere dialog over the footage. The spot, CONNECTIONS, focused on the moments and memories of Camry owners all over the country, all of whom share a special relationship with Toyota Camry.
KENTUCKY :60 (Super Bowl)
CONNECTIONS :60 (Super Bowl)
PROCESS & BRAND DEVELOPMENT
In addition to playing a vital role in the overall concept development, I set the overall design direction for the campaign. This included not just the UI/UX for the site, but the design of the logo, selection of the color palette, and typographic decisions.
The results were inspiring: over 460 million unpaid media impressions, a jump from 20,000 stories to 80,000 in under four days, 710,000 visitors spending an average of four minutes on the site, an 800% spike in real-world Camry interest and 19% more Camry sales leads than pre-campaign. Toyota declared it their best sales quarter in nearly five years and publications pronounced Toyota “Back On Track”. We got nearly 100,000 people talking about a car no one talked about. And we created a platform people could use for research. In short, we pulled off something few other car brands could. For more details, check out Google's Creative Sandbox, below.
THE CASE STUDY
MY ROLES & RESPONSIBILITIES
Creative Direction, Visual Design, Creative Strategy & Concept Development, UX, Design Management
Margaret Keene – Executive Creative Director
Chris Adams – Executive Creative Director
Andre Le Masurier – Creative Director
Shaun Rance – Director of UX
Chris Kief – Tech Director
Brad Burke – Associate Creative Director / Designer
Matthew Curry – Associate Creative Director / Writer
Ricardo Yosy – Art Director
Erek Vinluan – Art Director
Jeff Nieberding – Copywriter
Chelsea Dubois – Copywriter
Jonathan Pelleg – Copywriter
Alex Solarte – Copywriter
Emily Smith – UX Designer
Tina Gongsakdi – Executive Producer
Lauren Brattain – Sr. Interactive Producer
Morgan Keller – Interactive Producer
Sarah Seibert – EP, Broadcast
Margaret Nickerson – Sr. Broadcast Producer
Charlie Maas – Broadcast Producer
Norma Carballo – Project Manager
Kristen Hoy – Account Supervisor
Nick Frontiera – Account Executive