Toyota No 1 Brand in Hispanic Market for 10 Years Celebrates Anniversary

For Loyal owners Toyota hosts Show with Worldwide Star Ricky Martin

The private show was held at the Nokia Theatre L.A. LIVE on Tuesday, March 17^th, 2015. Grammy Award – winning artist Ricky Martin performed his greatest hits and music from his new album, A Quien Quiera Escuchar.  

“We wanted to thank them for making Toyota their favorite brand for the past 10 years. We couldn’t have found a more fitting partner than Ricky Martin who also understands the power of Latino loyalty,” commented Jack Hollis, group vice president of Toyota Division marketing at Toyota Motor Sales, U.S.A., Inc. 

Over the years, Toyota has understood the significance of the Latino community and created culturally relevant and in-language campaigns that engaged them through everyday life experiences. Particularly, Toyota has launched a recent campaign called “More Than a Car” or “Más Que Un Auto,” a program that recognizes the role vehicles play in the everyday lives of Latino consumers.

Through this campaign driver see their cars as a part of their families, giving them nicknames. For example customers can order customized nameplates through the website www.masqueunauto.com to be mailed to them at no cost. Tens of thousands of people ordered the 3-D-printed nameplates, showing their love and thankfulness to the trustworthy companion of their family.

“In creating the campaign, our challenge was to find an idea that could truly express the love between the Latino consumer and the brand. For them, their Toyotas are almost members of their families. Once the team uncovered this insight, the execution took shape quickly,” said Javier Campopiano, Chief Creative Officer at Conill, Toyota’s Hispanic marketing partner. “Today, engagement continues, owners are sharing their stories through Toyota Latino social channels and this campaign – developed to thank Latino owners for their support – celebrates the long-standing relationship between Toyota and the Latino community.”