Haven't heard about Toyota's new 2002 Camry yet? Don't worry - you will. The Japanese automotive company is spending $160 million on what it says will be the most pervasive and expensive media blitz in its history.
For the next 60 days, Toyota says that 90 percent of all Americans will hear about the new Camry at least eight times. The fully integrated marketing effort will incorporate the strengths of AOL Time Warner, MSN Internet services and the Conde Nast Publications.
"Toyota was looking for a special way to launch the newest generation of our No. 1-selling car -- the Camry -- for 2002. We knew we could only be successful in reaching almost every American with the Camry message by working with a variety of leading companies that span all forms of media," said Steve Sturm, vice president of marketing, Toyota Motor Sales (TMS), U.S.A., Inc.
Broadcast advertising will include teaser spots with the message "You Want It," and sponsorship of the MTV and VH1 music awards and sponsorship of "Come Together: A Night for John Lennon," a TNT Master Series concert airing Oct. 9.
The print campaign will include ads in newspapers like the Wall Street Journal and USA Today; music-based editorial inserts in seven Conde Nast publications and in ten Time, Inc. magazines.
The Camry will also have significant on-line presence targeting approximately 67 million on-line users with ads on American Online's homepage along with other AOL Time Warner Web sites. The MSN network will feature 15 second video spots highlighting the new Camry.
The theme for the campaign is entitled "Making Tracks" and will include a compact disc featuring the music of Lyle Lovett, Earth, Wind and Fire, The Go-Go's and Kina.
The on-line and music campaigns are part of Toyota's strategy to woo a younger buyer for its Camry. The average age of a Camry buyer is in the 50 year old range. Toyota hopes to lower that average by ten to fifteen years.