CLIENT
Toyota Motor Sales USA, Inc.
Kim McCullough, Corp. Mgr.-Mktg. Comm.
Steve Jett, Natl. Advt. Mgr.
Dawn Ahmed, Natl. Truck Mktg. Comm. Mgr.
Brian Smith, Corp. Mgr.-Truck, SUV
AGENCY
Chuck Maguy, Group Idea Mgmt. Dir.
Bruce McDermott, Brand Integration Group Dir.
Erich Funke, Creative Dir.
Marisstella Marinkovic, Idea Mgmt. Dir.
Samantha Johnson, Comm. Dir.
Ginny Kollewe, Group Planning Dir.
SUMMARY
"The Truck That's Changing It All" aimed to establish the redesigned 2007 Toyota Tundra as a legitimate pick-up truck. We had to give True Truckers ammo to engage in and win the bar stool debate. Speaking their language, connecting with them at a local level, and providing dramatic evidence of Tundra's capabilities attributed to the campaign's success. The 2007 Tundra was seen as authentic and powerful, tripled the number of domestic full-size pick-up replacers, and reduced the monthly sales gap to overtake Dodge as #3 in U.S. sales.
