MERCADEO Versión en español
Toyota celebrates a decade as the Hispanic market’s favorite brand
Patricia Molina| 24 de marzo de 2015
En 10 años, Toyota ha comprendido la importancia de la comunidad latina
Toyota has been the number one vehicle brand in the Hispanic market for a decade. To show its acknowledgement to that loyalty, the automobile manufacturer invited the most important Los Angeles clients to a special private show with the Grammy-winner artist Ricky Martin, who sang his greatest hits.The artist showed his spectacular talent, performing in front of a crowd at the Nokia Theater LA Live, which was filled to its maximum capacity.”We wanted to thank them for making Toyota their favorite brand during the last 10 years. We couldn’t have found a more appropriate partner than Ricky Martin, who also understands the power of Latin’s loyalty”, said Jack Hollis, marketing division VP at Toyota USA.Throughout the years, Toyota has understood the importance of the Latin community and has created culturally relevant campaigns. Regarding this, Toyota recently launched a campaign called Más que un auto, a program that acknowledges the role of vehicles in everyday lives of Latin clients. “During the creation of the campaign, our challenge was to find an idea that truly expressed love between the Latin consumer and the brand. For them, their Toyotas are almost like a member of their families. Once the team discovered this idea, the execution was rapidly carried out”, dijo Javier Campopiano, creative director of Conill, Toyota’s Hispanic marketing agency.
