The sweet smell of success: How Toyota’s latest campaign revolutionized advertising
Toyota’s newest car launched with an ad that got consumers using touch, smell, sight and hearing. Toyota Senior Analyst Ann Dragovits reveals the secrets of the brand’s “physical campaign” to excite all the senses.
When Toyota planned its Sensations campaign for the all-new 2018 Toyota Camry, one standout element was a print insert for InStyle magazine, conceived by Toyota’s Ann Dragovits and her team.
‘This was a tactic that was tactile – it was something you could hold and feel,’ says Dragovits. Upon reaching the insert, readers were invited to take hold of the car door-style handles, put their thumbs on two sensor pads, and open the insert to reveal the Camry’s interior from the driver’s perspective.