When Toyota set out to market its all-new 2013 Avalon, the automaker had to find an interesting way to showcase the vehicle’s modern styling, improved performance, innovation and elevated level of craftsmanship to help reposition the flagship sedan in the highly competitive premium mid-size segment. No small task.
Aimed at younger baby boomers ages 40 to 60, the radically redesigned 2013 Avalon embodies Toyota’s new brand direction and commitment to developing more emotionally compelling products. Extensive research revealed that younger boomers ages 40 to 60 are one of the fastest growing demographics online and regularly consume media through multi-screens. To reach this connected audience, Toyota and Saatchi Saatchi LA created a fully integrated campaign that leverages multiple platforms and media partnerships to convey the vision behind its new design direction.
“We wanted to engage with our target audience where they spend time — online and on tablets — through rich, interactive experiences that display the art of design,” said Ed Laukes, vice president of marketing communications, Toyota Motor Sales, U.S.A., Inc. “We’re excited to bring a more emotionally styled design to the Avalon—a vehicle styled at Calty in Southern California and Michigan, engineered at Toyota Technical Center in Michigan and assembled at our manufacturing plant in Georgetown, Kentucky—and showcase it in our dynamic campaign materials.”
The radically new Avalon made its global debut on April 5 at the 2012 New York Auto Show. In a groundbreaking television partnership, Toyota introduced its 2013 Avalon Hybrid to the public on October 7 with a “Discover Toyota” showcase that aired on the HSN. Toyota was the first automaker to appear on the retail network.
Toyota partnered in October with Martha Stewart Living’s “American Made” initiative, which included Martha Stewart’s visit to the Toyota plant in Georgetown, Ky., where the Avalon is produced. The partnership also included exposure at the program’s flagship event in New York’s Grand Central Station with an Avalon on display. The partnership continues in print and online media.
The 2013 launch represents a dramatic redesign of the previous generation Avalon. The marketing campaign aims to help shift the product’s youthful appeal to a new audience. It is also the first major product launch under the new Toyota brand theme “Let’s Go Places” which was announced in September 2012.