Room for everything
The 2020 Toyota Highlander and Highlander Hybrid are loaded with features. And whether it’s the absurdly efficient 35mpg hybrid all-wheel drive, In-Car Wifi, JBL sound, seating for eight or the panoramic moonroof, different features appeal to different customers. So for the mid-funnel campaign aimed at consumers looking for their next car, we came up with a “___ in eight” construct (“___ in seven” for the Highlander Hybrid) that allowed six core stories to serve as the basis for ads that could showcase key features targeted to consumers based on their specific interests.
This being a data-led campaign, we begin with Ike touting the category-defining eight-passenger seating configuration. Because, duh, data shows that people like dogs.
A story about lyrics was used to promote different sound and infotainment options like the top-spec 1200-watt JBL sound system.
A stargazing story was used to promote premium options like the panoramic moonroof.
The “upgrade” story was used to promote all kinds of interior amenities, like in-car WiFi.
The Off-Road story promoted AWD, range and other exterior features.
Creatives: Daniel Bremmer, Kate DeLongpre, Jeremy Carson, Ree Nguyen, Phil Samartan, Brian Frost, David Dubois, Cole Madden, Chris Voss, Chris Pierantozzi. Directors: Terri Timely.