Toyota Hero
Conduce
CREATING MARKET DOMINANCE — THE TARGET MULTICULTURAL AOR — 20 YEARS OF SUCCESS — BICULTURAL INSIGHTS — REAL ROI — TRANSCULTURATION™ —
CASE STUDY
TOYOTA

BICULTURAL INSIGHT ALWAYS-ON ENGAGEMENT CONSTANT GROWTH

Re-engineering regional automotive campaigns through Transculturation™. We identified shared family values across diverse buyer segments, creating authentic storytelling for Camry, RAV4, and Tacoma that elevated dealer traffic and consolidated regional sales leadership.

Challenge

The Southern California Toyota Dealers Association needed to connect with a rapidly growing, highly influential, yet hard-to-reach Hispanic demographic. Traditional general market campaigns were falling short of capturing the unique cultural nuances and purchase drivers of local Latino families, leaving a substantial growth opportunity untapped.

Approach

We deployed our proprietary Transculturation™ model to re-engineer Toyota's regional marketing. Instead of merely translating English campaigns, we built an authentic connection by focusing on core family milestones, generational trust, and the central role that vehicles play in the daily lives and dreams of bicultural consumers.

Strategy

Our strategy leveraged culturally nuanced storytelling built around local community values. We launched targeted regional TV spots, digital videos, and social media activations showcasing Toyota's core reliability. By integrating music, sports, and family-first narratives, we elevated Camry, RAV4, and Tacoma above standard commodity choices.

Theme

A highly optimized bicultural media distribution plan. We secured premium placements on major Spanish networks (Univision, Telemundo), high-traffic local highway billboards, target-rich digital platforms, and experiential touchpoints at major Hispanic festivals and soccer events across SoCal.

Creative + Media

We created a high-impact media mix spanning television, digital video, outdoor billboards, and hyper-local activations. Our creative team developed original Spanish-language content, including the highly acclaimed mini-series '#LasRuedasDelDestino', which engaged families across social media platforms and local TV broadcasts.

Results

The campaign delivered a +22% increase in revenue from engaged target counties and secured SoCal Toyota's position as the leading brand among multicultural automotive buyers. The brand experienced a dramatic lift in dealership foot traffic and digital app engagement.
STANDOUT WORK

STANDOUT
WORK

A multi-stage campaign across TV, digital, and social. SoCal Toyota dealers became a household name in the Hispanic market, driving consistent app engagement and retail visits through transcultural storytelling.
TV Commercial
Standout Work Media
Creative Campaign
TV Commercial
Standout Work Media
Creative Campaign
Standout Work Media
Creative Campaign
Standout Work Media
Creative Campaign
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