170826 loveworks people power

1. Loveworks
People Power

2. The PURPOSE
• This Chapter features case stories for Toyota Camry and SKOL.
• The common ground for these stories is how they have unleashed the
power and emotions of the people who use these products.
• Both brands have refined sense of what makes their customer tick, their
feelings and values.
• Most importanly, they have used that understanding to ignite, people’s
passions, enabling them to take an active role in celebrating the brand fot
themselves and others.
• AH
• Yame

3. CAMRY CASE STORY:
Camry And The Power of Personal Stories

4. Consumer Context Research (CCR)
Consumer Context Research (CCR): innovative etnographic research
focused on the media behaviour of a selected audience.
Goal: to observe not only all media the audience interacts with a daily
basis, but also to determine which of those interactions are most
meaningful.
Example:
The Oprah Show.

5. Results of CCR: precise profile of how different audiences use media to
fulfill their needs.
Example: Toyota Highlander Sports buyers.
In CCR, creative teams brought in earliest stages to see complete
profile of the desired audience’s media habits, which helps the media
teams come up with strategy and determine which fit the media context
that best speaks to the audience.

6. Social listening on the web  key

7. Results of Camry Owners CCR
• Camry owners are not very
emotional about their car.
• They are rational in their
automotive purchase
decisions.
• They want to get best product
at the best price.
• They are careful and
conservative decision taker.
• They don’t like to leave things
to chance.

8. Getting Emotional with the
Unemotional
For many car owners, the need to share stories leads to the
creation of consumer-driven sites and forums dedicated to
particular model or brand. In fact, in an audit of the top 25 sites
mentioning Camry, five were forums dedicate to other car brands.
So how many dedicated fan forums did Camry have on the web?
Zero.

9. •This was not necessarily a weakness of the Camry, but it
gave an invaluable insight into Camry buyers.
Camry drivers are not exhibitionist. As we seen, they like to whisper their love
for Camry; it’s a secret.
I Love
Camry

10. •What was really exciting wasthat when Camry owners
were compelled to tell their story, as they were in focus
groups, a remarkable thing happened: one Camry story
led to another. The people telling the stories got excited
and emotional, and the stories just got better and better.
•As Morrison put it, “Once you got them talking, they
didn’t want to stop.”

11. The Challenge now was crystal clear for Toyota. In
effect, Toyota and Saatchi wnted Camry owners to
give a “review” of their car online.
The challenge was stated internally as:
“Lets’s make Camry the most
reviewed car on the planet”

12. The Camry Effect

13. •The answer Saatchi LA offered was to create an online
forum, called “The Camry Effect”, where Camry owners
could share their stories. They would be provoked
through a major multimedia campaign including
television and various dynamic online ads.
•It was a dynamic social site that used a series of
questions, adapting to each individual’s answers, to
make the site unique to each person.

15. After its launch, there were 13.000 stories. After the Super
Bowls advertising, the number jumped to 88.000 stories in just
few days. Today, there are almost 100.000 stories on the
website (including one from this author, who in in love with his
2009 Camry Hybrid).

16. According to Bob Zeinstra, Toyota’s national advertising &
strategic planning manager, who has been involved and
approved the campaign every step of the way, “ Stories from
second owners talking about how much they love their Camry
are Common, as are stories of the cars being passed from
father to son, mother to daughter, and even three
generations.”
Passing the car down to your children is act that combines
durability and safety, the most important purchase criteria in the
category. A keen sense of brand’s past, present, and future is also
one of the defining character of Lovemark.

17. The Effect of the Camry Effect
• The campaign will soon pass 100.000 stories, which was Toyota’s strech
goal for this quietly copetitive consumer group.
• 14.4 million people chose to watch the Camry Effect spot online leading up
to and after the Super Bowl.
• Camry has received over 460 million unpaid media impressions to date
• Engagement on the site during Super Bowl week was an average of over
four minutes per visitor.
• Image measures for Camry are up and nowhere is this more pronounced
than on Camry’s image for “Lasts a Long Time,” which has reached its
highest level ever.
• New leads jumped by 19% and real-world interest in the car jumped 800%

18. Loyalty Way Beyond Reason
A key aspect of creating loyalty has been to service
the Camry community with “The Camry Effect”. As
Mark Turner likes to say, “This is a perfect
manifestation of Toyota’s overall philosophy in
communications: humility, interest in the consumer,
a focus on a better future for their drivers.

19. The Camry Effect has played a major role in reestablishing
Camry’s Lovemark credentials. It reinforces key areas like intimacy
(personal stories), sensuality (stories of power, luxuriousness, and
comfort), and mystery (exhibiting loyalty beyond reason), and as
we have already seen, a keen sense of past, present, and future.
And Camry is still the best-selling car in the US

21. SKOL Case Story

22. SKOL invades Carnival
Carnival celebrations in cities all across Brazil, are legendary. Preparations
take months of planning and effort.
SKOL was one of lightest beers in the market, instead they positioned the
brand around smoothness and the advertising idea of “Desce Redendo”
which mean “Goes Down Round”.
SKOL soon shot to number one and gained a reputation for being young,
irreverent, funny, and even a little subversive.

24. SKOL Subversive
The brand’s subvrsive side was on diplsay with their 2011 campaign for
carnival called “Operation SKOL”. The military-themed campaign. Was
centered round the brand’s fan page on facebook. The facebook application
was a game where players needed to create troops, complete missions, and
invite others to join in via social networks. The goal was to have an army of
SKOL drinkers take over parts iof Carnival.
SKOL set up troop headquaters in strategic cities troughout Brazil. Working
with promotional agency and treated to their own troop airline, troop ship, and
even a hotel suite, to help them with their partiying war.

25. • Guilherme Pacullis, who leads up planning on SKOL put it this way:
•“We provided the consumer and his
friends with the possibility of attending
Brazil’s five top carnival celebrations,
traveling by private jet, jeep, and ship.
•This was a previously unimaginable
experience”

30. The brand Facebook fan base grew from 160,000 to 2.6 million in just three
months, and peaked at 5 million, making it the largest beer fan page in Brazil.
The game itself mobilizes more than half a million participants. SKOL
broadcasts various carnival parades in the cities
SKOL has managed to change the focus of communication, putting drinkers
in the center, not its products. As a result, the brand becomes a medium for a
greater experience in their lives.
Jose Porto, the planning director at F / Nazca said:
"The purpose of the brand is not to be a related product, but to be one
of the 'brothers' groups in Carnival celebrations."

33. •"SKOL is now an undeniable Brazilian
Lovemark, in general, not just in the beer
category."

34. THANK YOU