Toyota: Kids Rule

Brand Name: Toyota
Product Type or Description: Minivan
Category for this Entry: Automobiles & Vehicles
Campaign Title: “Kids Rule”
Agency: Saatchi & Saatchi
Client: Toyota Motor Sales, USA

MARKETING CHALLENGE

In April 2003, Toyota launched an all-new Sienna minivan. This was an important launch for Toyota because the current Sienna's design had become out of step with what the competition offered. Toyota Sienna sales had steadily slid to their lowest level since 1998 (Source: R. L. Polk, 1998-2004). Had this the minivan business been healthier, this launch would have been an easy victory for Toyota: the all-new Sienna was a vastly improved product with dramatically increased size, greater versatility and superior safety features. But the fact of the matter was that the SUV market had sucked the wind out of the minivan category, and putting the underdog back on top of the heap wasn't going to be easy.