Toyota Canada’s 09 Fall Promotional Campaign: “More For You”

Agency: Dashboard (Digital), Dentsu (Traditional)

Project Role: Lead Art Director, Designer, & Managed Production

Dentsu approached Dashboard with an opportunity to work on our first national Toyota sales program after seeing the work we have and continue to demonstrate digitally for the Ontario Toyota Dealers Association. Built in a whirlwind time line over August we developed an online concept to feature 6 key vehicles and offers with supporting facts. The “Did you know?” facts related to each vehicle to inform users with things they may have not known about Toyota as a brand and about each individual vehicle. Simple, clean and flexible for future rate changes that are expected to happen over the course of the 3 month promotion - the micro site is a first for Toyota in the digital realm for a promotion (instead of a new model release platform). Accompanying the site we developed a series of both standard and expandable banners sharing the facts and car details in two languages (english/french) across Canada.

Site: View the site

Ontario Toyota Dealers Klick Club Direct Mail

Agency: Dashboard Communications

Project Role: Lead Art Direction, Design & Managed Production.

As a continuation of 2008 planning - the Ontario Toyota Dealers and Dashboard designed an envelope, reminder letter, offer letter, email blast series and a magnet die-cut sheet for the kids. The idea supporting this campaign focused on the “magnetic” personalities of Toyota technicians and the quality of their work and dedication to service literally pulling or attracting Toyota owners back. Using this idea we developed a series of rules to live by to improve the relationship with your Toyota: The Rules of Attraction.

Ontario Toyota Dealers Klick Club

Agency: Dashboard Communications

Project Role: Lead Art Direction, Illustration, Design & Managed Production.

Site: KlickClub.ca

Klick Club is a lapsed Toyota owner focused campaign from the Ontario Toyota Dealers. Working at Dashboard I helped develop a custom logo, emails, post cards, seasonal based coupon book and a micro site (seen only by targeted users) to host coupons. It was rolled out in the fall of 2008 and continues to extend into 2009.

Ontario Toyota Dealers Parts & Service

Agency: Dashboard Communications

Project Role: Lead Art Direction, Design & Managed Production.

Site: Realpartsandservice.ca

In the fall of 2007 Dashboard helped the Ontario Toyota Dealers Association launch a new division focused on service to help existing vehicle owners called Parts And Service. In what became one of the longest single first phase initiatives in Dashboard (and my) history, we spent twelve plus months developing a strategic and creative power house for the OTDA which included this web site and the launch of a new regular Parts and Service focused direct mail brochure to be mailed out out to nearly 200 thousand customers from all the current 78 Ontario Toyota Dealerships.

Breaking new ground in customer service and launching along side a well received sales site, realpartsandservice.ca focuses equally on three key points; education, retail and lifestyle. It’s not just about getting your brakes fixed. Its about learning how your brakes work…what is a brake drum?….why and when do you need to have it checked and reminding customers that preventative maintenance will not only make your vehicle last longer, but keep you and your family safe. Honesty and sales working together, who would have thought.

The project featured a three day photo shoot, video recorded conversations with senior Toyota technicians for what added to hundreds of hours of research, months of build and development and for myself a complete understanding of all sides of advertising and client services as well as creative development. The project is ongoing with future phases already in development.

The direct mail brochures focused equally on three key points; education, retail and lifestyle. It’s not just about getting your brakes fixed. Its about learning how your brakes work…what is a brake drum?….why and when do you need to have it checked and reminding customers that preventative maintenance will not only make your vehicle last longer, but keep you and your family safe.

The direct mail brochures were structured in a very specific manner: we start with branding and mission statements (an introduction to the OTDA’s beliefs), then starting at the tires the brochures take the ground up approach (wheels to brakes, brakes to internal components like the engine or battery, and out to external and additional, yet still important parts and services. While doing all this it constantly infuses lifestyle and reality into why all this matters along side useful information such as the prices and benefits of each part and service that your dealer can help you with, all designed to push customers into the dealership.

Ontario Toyota Dealers Parts & Service
Realpartsandservice.ca Web site

Ontario Toyota Dealers Parts & Service
Fall Direct Mail

Ontario Toyota Dealers Parts & Service
Winter Direct Mail

Ontario Toyota Dealers Sales DVD

Agency: Dashboard Communications

Project Role: Lead Art Direction, Design & Managed Production.

In the fall of 2007 Dashboard helped the Ontario Toyota Dealers Association further amplify their newly launch sales site and service site with a dealer DVD.

Packaging all seventeen 3-5 minute vehicle walk around videos from one of Toronto’s largest summer commercial shoots to run on a standard DVD player was only part of the effort. We also developed animated screensavers, wallpapers, an icon package and a desktop video player for all the videos to further help the OTDA sales teams in communicating Toyota vehicles’ benefits included on the DVD. Delivered with a custom dealer mouse pad it was used in dealerships through out Ontario.