The Challenge

Protect Toyota in the Hispanic market from a downward spiral following a serious technical recall that threatened its most valuable brand equity: reliability.

The Solution

We learned that Toyota drivers show stronger brand loyalty than owners of competing brands. Instead of adopting a defensive angle, we leaned into that loyalty by giving Toyota owners a platform to express the pride they already felt. We intercepted Toyota drivers on the street in unscripted, spontaneous moments, inviting them to share their continued trust. Their genuine voices became the heart of the campaign. The result: not only did we protect brand perception, we increased Toyota’s share in the Hispanic market by three percentage points.