The Southern California
Toyota dealers needed to find a way to stand out in a saturated market where
car ads come at consumers in droves. And they needed to sell an experience (i.e.,
car buying) that most people find frustrating. Thankfully, Southern California Toyota
dealers’ tagline “We Make It Easy” was already well established and was proven
to resonate with consumers.
Our challenge? Find a way to own “easy” that was both fresh and relatable.
We didn’t just want to show smiling happy people buying cars. Instead, we decided to focus on all those maddening little moments in our daily lives that everyone can relate to and juxtapose those frustrations with the ease of the experience at your Southern California Toyota dealer. In doing so, we told customers, we get it. Life is hard enough. We make it easy.
Working with industry
legend Bob Giraldi, we created a series of vignettes depicting those
infuriating moments we all encounter throughout our day. The vending machine
that won’t accept your crisp dollar bill. The automatic soap dispenser that
seems intent on giving you an aneurysm. The fast-talking cable guy who
condescendingly walks you through your new universal remote.
And these moments were contrasted by the ease of the car-buying process at your Southern California Toyota dealer, where all the big and small things they do to take the stress out of visiting a dealership add up to a refreshingly anxiety-free experience.
The results? January may have been a slow month for the competition, but our client was pretty busy. Southern California Toyota dealers were both #1 in market share and #1 in vehicles sold per dealership…nationally.