“If Looks Could Kill” Toyota Motor Sales – Camry
BUSINESS SITUATION AND CAMPAIGN OBJECTIVES
Background and Business Objectives
Within the African-American consumer market (AACM), the midsize passenger car segment is a fierce battleground. This category includes the best-selling Toyota Camry as well as two well-known rivals – Nissan Altima and Honda Accord.
The launch of the redesigned 2007 Camry was seen as an opportunity to steal share from the competition but the buyers Toyota hoped to steal did not see a reason to test drive the new Camry. Before even seeing it, African American buyers who were interested in Altima and Accord had stereotyped Camry as a “boring car for boring people”.
The challenge was to convey that the new Camry was the opposite of “boring”; to position Camry as just as surprising and unexpected as the buyers themselves.