Thursday, November 18, 2010

Toyota Wins Back Hispanic Drivers With 259,000 Decals

By Laurel Wentz, AdAge.


"No one would use an 'I love Toyota' sticker, but if you give them something that says Argentina or Mexico, they'll put it on their car," said Pablo Buffagni, Conill's senior VP-chief creative officer.
So that's what he did. Conill crafted 99 different decals with the names of Latin American countries and major cities, and offered them for free on a Spanish-language Toyota Facebook page.
As Toyota struggled to recover from a drop in sales and reputation due to safety concerns, the car maker's U.S. Hispanic shop, Conill, came up with a simple idea to link Latinos' pride in their heritage with pride in being a Toyota owner.
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