Toyota makes "total market" a primary marketing driver
Geoffrey PrecourtWarc
For Edward Laukes, vp/performance and guest experience at Toyota Motor Sales, USA, "It all started one day while I was watching sports."
The NBA was on network television and Toyota was a sponsor – life in the automotive-marketing fast lane … With one critical difference: "We were running three separate spots – each one very effective at reaching our target guests. But they were on the same program, developed from separate creative briefs, bought by three different media groups."
And, on that Sunday afternoon, the seeds of massive change...