With the raceway just steps away the ocean, the Grand Prix is as much a part of the city as the beach itself. For our radio campaign, we blended the sounds of local sea life with the exciting sounds of the race track.

Our approach was to tap directly into the emotional insight that is the raison d'être-the reason for existence of certified, pre-owned: Fear of the unknown. With the unknown comes uncertainty. And the idea that ANYTHING could have happened to this car before deciding to buy it was the perfect creative ammunition. Consumers don’t want a 'used' car with a hidden past because it means they might have to sink more money in to it. This was our chance to squash preconceptions and break through, capture attention and most importantly, connect with that feeling of dread in a light-hearted, effective way.

Tales of the UnCertified (Rich Media units)

Total Impressions: 150 million+

Total Interactions: 370,000

Interaction Rate: 0.25%

(exceeded benchmark by 36%)

Tales of the UnCertified (iAd Game / Video)

Total Impressions: 246 million+

Over 1.4 million Tales of the UnCertified players

(1.4 million Games completed)

Video Views: 10 million+

Average Time Spent: 73.92 seconds

(exceeded benchmark by 18%)

Sales increased by almost 40,000

Certified Toyotas from 2012 to 2013