Last year we were tasked with launching the all new 2014 Toyota Corolla, with the primary target audience being that of the millennial first-time car buyer. We knew we needed to reach a mobile-obsessed, auto-ambivalent millennial audience and tell them about a new car that was designed just for them and we took the challenge head-on. We approached the creative for this launch as an opportunity to show younger car buyers that the 2014 Corolla is an elevated vehicle, styled and equipped to help them reach new heights. To do so, we created a completely integrated campaign, featuring unique experiences in the places where they spend most of their time – online, on-the-phone and on their social networks.

The Corolla mobile campaign offered up an entirely new way to interact with the brand. Starting with the small-screen first, the experience made it fun to explore the car, while connecting car intenders to a Toyota dealer in their area. This was one of the most successful integrations of mobile for the organization and truly signaled that new things were taking place at Toyota.

I believe that when we take advantage and tap into existing mobile behaviors instead of trying to teach an entirely new behavior, we see the greatest opportunity for adoption and usage – therefore delivering an experience that’s in favor of the consumer.

I believe that a trusting relationship with your clients is key in order to allow for innovation. So many times we propose ideas that have never been done before and only through the solid trust that we’ve built up with our client partners are we able to partner together and innovate.

I’d like to recognize the Toyota and SSLA teams who brought the Corolla campaign to life and are continuing to push the boundaries on the efforts in the market today. There was a great deal of collaboration and trust that went into every aspect of the campaign and the team flourished under those circumstances.