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Cars – one of the products that always leads to a series of advertisements. I guess we all can virtualize how they look. A shiny car going along the road. Something about how safe it is and what pleasure it is to drive. Toyota has launched a campaign that takes a step away from the classic commercials. To promote the new Toyota Sienna SE they do something new, fun and involving.
The family car Toyota Sienna is featured in a series of YouTube videos together with the Sienna Family; showing of cool hiphop-ish parenthood and their Swagger Wagon (aka Toyota Sienna). The focus is put on the parents, a very classic half corny couple that has some high thoughts about themselves as being the coolest parents in the world, which maybe not is the honest true. Its funny and ironic. Some people have even made comments that the Sienna Family should have their one TV show.
The campaign has its own micro site, YouTube channel and Facebook Page. The last mentioned has a great level of involvement and features contests and much more. Its obvious that Toyota has brought a fresh and cool approach to their family car; the fan photos shows off some proud people’s own Swagger Wagons.
I think Toyota has taken the family car to another level. Making it hip, cool and raw. They have chosen the social media channels wisely and use functions that suit a large target group even though it’s aimed for parents. Its excellent use of YouTube with short videos and building a fictive comic family that brings crave to see what the Sienna Family will come up with next.
The video that’s gone most viral is The Swagger Wagon music video, with more than 3,343,200 views and 182,500 Facebook shares in less ten a month. See it here below:
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[...] that cool. As my girlfriend said – “I love it babe – it’s a swagger wagon” referring to the viral ads for the Sienna series from Toyota. The only problem is that I don´t really see myself being all swagger wagon [...]