Toyota guns for hybrid customers with Engines of Change

Share this article:

Toyota Motor Sales USA Inc. tapped San Diego agency Active Marketing Group to develop a campaign linking Toyota Hybrid Synergy Drive with endurance athletes.

The multichannel campaign is designed to reflect how a commitment to sports and community and the environmental benefits of hybrid vehicles can change the future.

The "Engines of Change" campaign has several online and offline marketing facets. Top among them is the Sponsored Athlete Program in which 130 endurance athletes will compete in six events this year as Toyota "Engines of Change" ambassadors.

Online, the agency has created a free Internet triathlon-training program on behalf of Toyota open to all registered participants. Registered users of the site at www.toyota.com/endurance can participate in blogs and send online cards to the athletes.

In addition, "Engines of Change" consumers can participate in a national contest showing how they too can be engines of change. Winners will be able to experience their favorite endurance event through partnerships with all Toyota-sponsored triathlons, USA Swimming and Toyota-United Pro Cycling Team.

In other marketing, Toyota will offer a two- to three-month lease to race directors leading up to race day; have on-site displays promoting Toyota Hybrid Synergy Drive; and have branded sections on the racecourse along with branded towels.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Are You Really Ready for Customer Experience?

Are You Really Ready for Customer Experience?

Marketers can talk a good game about customer centricity, but actions speak louder than words.

Essentials in Content Marketing: Think like a best-selling author

Essentials in Content Marketing: Think like a best-selling ...

Imagine if all the electronic content thrown your way daily was actually printed on paper. To stand out from those piles of worthless pixels, you must offer your audiences intriguing ...

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.