CLIENT
Toyota Motors North America
Michael Tripp, Group Vice President, Marketing
Timothy Bliss, General Manager, Brand
Tyler McBride, Senior Manager, Brand
Alex Ahrendsen, Manager, Brand and Growth Audiences
Angie White, Sr. Manager Media
Alex Chau, Manager, Brand Media
Sean Mahase, Sr. Planner, Growth Audiences
Scott Bennett, Senior Planner, Brand Media
AGENCY
Intertrend Communications *Lead Agency
Eugene Kim, Senior Creative Lead
Matthew Choy, Executive Director, Strategy
Cheryl Lee, Executive Director, Media
Alyssa Hu, Executive Director, Account Management
Harim Kim, Senior Creative
Neal Persaud, Senior Copywriter
Jeanette Kung, Associate Director, Integrated Production
J.B. Felipe, Integrate Producer
Pallavi Reddy, Director, Strategic Planning
Esther Lee, Associate Director, Strategic Planning
Idy Tsao, Associate Media Director
Bea Castrence, Media Planner
Jin Choi, Media Planner
Helen Wang, Account Supervisor
SUMMARY
Once the preferred option for reliability and value among Asian Americans, Toyota grapples with evolving consumer preferences and heightened competition. In a strategic brand transformation, Toyota transcended its traditional car brand identity, emerging as an advocate for Asian Americans. Empowering them through a storytelling campaign has forged deep emotional connections. The outcome: a revitalized brand narrative, evident in a significant +14% surge in consideration and purchase intention. This underscores the impact of authentic consumer connections, affirming Toyota's strategic adaptation to address changing consumer needs and uphold its market leadership.
