TOYOTA NUNCA PARES
Background information
Despite Toyota being number one, the brand was not being seen as 'inspiring' for many. In order to continue growing, it was imperative for Toyota to ensure that most Hispanics, and in particular the younger generations, would see the brand as the one that inspires them to keep moving forward, much in the spirit of the brand’s ethos – Kaizen (continuous improvement).
Target Audience
This Nunca Pares campaign was developed to connect with all Hispanics, but in particular the younger generations – Gen Z and the younger side of Millennials (ages 18-44), who are in an upwardly mobile economic trajectory, with a HHI of 50K+.
From a mindset perspective, the focus is on those who are driven, optimistic and have a communal approach to life. Hispanics who want to strive higher, keep pushing through adversity and uncertainty and who are all about supporting each other to get ahead in life.
Key Insights
Latinos encompass diverse backgrounds and appearances, yet they all share a common quest for belonging—a place where confidence thrives and partnerships flourish, driving progress in unison. In these communities, the success of one Latino serves as a catalyst, inspiring others to follow suit. They encourage one another to strive higher, never give up, and refuse to settle. For them, success is a collective effort, supporting each other on the journey towards greatness, demonstrating that success is attainable for all.
The Nunca Pares Campaign authentically tapped into these insights using diverse channels, with Video as the dominant medium, constituting over 80% of the campaign. The goal was to convey the emotional and inspirational message of "Nunca Pares" (Never Settle).
Leveraging Over the Top (OTT) and streaming platforms such as Vix, TPlus, Peacock, and Hulu, we effectively engaged the young Hispanic target audience through in-language and bilingual premium content.
Collaborating with Digital partners, we emphasized Custom Content to underscore how Trailblazers draw strength from ancestral sacrifices and community support, motivating others to follow suit.
The campaign's launch was momentous, featuring a partnership with Telemundo to sponsor the Latin Billboards. Custom content celebrated the stories of Latinos behind the scenes of the award show, showcasing their relentless pursuit of dreams.
Social media played a pivotal role in inspiring future generations, with seven accomplished Latinos sharing their journeys and the barriers they overcame to become leaders in their respective industries.
To deliver the message at a personal level and demonstrate Toyota's authentic commitment to its Hispanic audience, engagement through public relations and philanthropic partnerships were also leveraged, strengthening the bond between brand and consumer (see next section).
The Nunca Pares Campaign effectively harnessed culture-driven storytelling to inspire its Zillenial target and showcase Toyota’s unwavering support for the Hispanic community.
Additional Information, Insights, Comments
To further extend the inspiring Nunca Pares message, a philanthropic initiative was developed to culminate the campaign.
In partnership with the Society of Hispanic Professional Engineers (SHPE), the campaign awarded three students with a $25,000 scholarship each. The scholars were celebrated at a ceremony held at Toyota’s North American headquarters in Plano, Texas.
In addition to her role in the social media portion of the campaign, Katya Echazarreta joined the celebration ceremony to share her inspiring story. As an electrical engineer and the first Mexican-born woman to travel to space, Katya’s journey to becoming one of the youngest women in space exemplifies her resolve to be an example of success for others pursuing a career in science, technology, engineering and math (STEM).
The scholarships exemplified Toyota and SHPE's shared mission of expanding STEM opportunities for Hispanic-heritage students. Selected from a field of entrants into the Nunca Pares Essay Contest, the winners articulated their aspirations, inspirations, passion for the future, and commitment to bettering the world.
