Toyota’s Campaign “Mas Que Un Auto” More than Typical Campaign

This campaign persists to supply custom Badges to Car Lovers, and in the Latino community they love their cars like a member of their family. So, Toyota wanted to help them to express it. The Hispanic Badge and the whole campaign give some personality to cars. Above all, it is 10th year that Toyota is most-loved auto brand among the Hispanic community. Therefore the brand launched the campaign “Mas Que un Auto”, or “More Than a Car”, created by a Hispanic agency, Conill.

Through this tradition, Conill’s got an idea to reward Toyota owners by giving them free custom-made nameplates, created in the same typeface and material as the official Toyota marque.

Now, the campaign lets car-lovers celebrate and order personalized badges, creating the story with their car’s nickname.

There will be collector’s items, books with the most interesting stories, which will be promoted later this year and will become a part of the brand’s history.

The amount of these badges is limited and it will last until supplies run out. The badges can be ordered at www.masqueunauto.com. The nameplates are 3-D engraved and arrive via mail with no cost.

“Más Que Un Auto has had a profound effect on the culture of auto ownership. Automobiles are more than a way to get people around, they are ingrained in the fabric of their lives,” said Jack Hollis, group vice president, marketing at Toyota Motor Sales, U.S.A., Inc. “Latinos have shown time and again their loyalty for the Toyota brand, and we want to help them immortalize their vehicles and thank them for welcoming us into their families.”

Toyota acknowledged Latino’s loyalty to their cars and the brand, entering the 12th consecutive year as the number one automotive brand between Hispanic people. This campaign “Mas Que Un Auto” was launched in 2014 and from that year nearly 150,000 badges have been ordered nationwide.