We invited non-Toyota team members to help us brainstorm unique themes and activities that would meld the Toyota Sienna, Camry and Yaris and create messaging that would appeal to three unique buyers.
Together, we tried to define Toyota loyalists and discovered a common thread: Owners are not married to the same model for a lifetime. They typically “graduate” from entry-level models to family vehicles and then eventually to luxury models. There’s a Toyota model for any age group, lifestyle or price point. From this discussion, the “Toyota Family Reunion” theme was born. We’d come together to celebrate three distinct models that share common Toyota attributes. It was our a-ha moment.
Ideas for branding, decor, activities and swag flowed easily after that. We treated our media guests like family and hosted a larger-than-average family reunion complete with custom Toyota grill tools and sailcloth coolers, checkered tablecloths and bocce ball on the beach. Family recreation inspired all the details including golf and croquet centerpieces, giant balloon bouquets and triangle peg games at meals. We even designed a candlelit celebratory family dinner under burlap banners to bid everyone a fond farewell.
traditional media impressions
social media impressions
growth in media impressions from similar events
Meet the JS team that worked tirelessly alongside our amazing clients to make the Toyota Family Reunion such a huge success.