Millennial, Gen-X Opps: Toyota to reintroduce the Crown to the US, launches campaign

Update: Toyota is introducing its new 2023 Crown, bringing back to the US a nameplate that disappeared in the 70s but has continued being sold overseas. The car's target buyer is older millennials and Gen-X, according to marketing group VP Lisa Materazzo. The car will arrive in US dealerships later this year, and as you can tell by the video above, Toyota has already released promotional material. Sellers should get in touch soon to secure last-minute ad dollars from the new ads.

As I briefly mentioned, this new car will target older millennials and Gen-X; an advantage will go to sellers able to offer high-ROI strategies among this audience. Toyota's currently utilizing national TV, digital, YouTube, paid social, print, OOH and local broadcast. It targets both English- and Spanish-speaking audiences. Read more about its recent spend in the article below.

Agency & martech readers - Toyota may need project-based support with continued promotions for the Crown, so get in touch soon to see what, if any, assistance it needs. The company currently works with multicultural AOR Conill, media buying AOR Zenith Media, creative, media and digital AOR Team One and creative, media, digital and multicultural AOR Saatchi & Saatchi LA.


We originally published the article below on June 9:

In its newest campaign, Toyota celebrates Latinx expression through a partnership with Remezcla. Two new spots developed with Hispanic marketing agency partner Conill have rolled out. Sellers able to offer high-ROI strategies among Hispanic audiences should contact soon to secure last-minute ad dollars.

Toyota has been the top auto brand among Hispanic consumers since 2004, according to integrated marketing operations media manager Ann Dragovits. This leads me to believe this will be far from the last effort Toyota will make to reach Spanish-speaking audiences.

So far this year, iSpot reports the company has spent approximately $278.1m on national TV commercials, around 3x the approximately $90.5m spent within the same 2021 timeframe. Toyota ended up spending approximately $301.3m on this channel last year, up 7% from the approximately $282.3m spent in 2020. The company's 2022 commercials have targeted male sports enthusiasts watching shows such as the 2022 Winter Olympics, NBA Basketball, NFL Football, Friends and the NASCAR Cup Series.

According to Pathmatics, Toyota has allocated roughly $52.6m toward digital ads YTD, down slightly (2%) from the roughly $53.7m allocated by this point last year. In 2021, the company's estimated full-year spend dropped 7% to $84.3m from that of $90.9m in 2020. Since the beginning of 2022, Toyota has earned around 6b digital impressions via Instagram (33%), Facebook (29%), desktop display (16%), desktop video (14%), Twitter (4%), mobile display (3%) and mobile video (1%) ads. Top site destinations for this year's desktop display ads have included youtube.com (44%), espn.com, reddit.com, caranddriver.com and futhead.com; top site destinations for this year's desktop video ads have included youtube.com (57%), Twitch, fandom.com, futhead.com and muthead.com.

As I briefly mentioned, this new campaign was designed to reach Hispanic audiences. In general, Toyota tends to target male millennials and Gen-X. Per Kantar data, the company also invests in print, OOH and local broadcast.

Agency & martech readers - Contact soon to see if Toyota needs any project-based support. For now, along with Conill, the company works with creative, media, digital and multicultural AOR Saatchi & Saatchi Los Angeles, creative, media and digital AOR Team One and media AOR Zenith NY.