People hate when a car fails. Let's make the ADVERTISING fail as a metaphor of that moment and connect with the idea that the Camry will not fail, because 90% or them are still on then road.TV is a great media to reach our target, Hispanic US fence-sitters. They like to watch reality TV shows, news, soap operas (novelas) and sports in Spanish. So we used TV integrations and spots as our leading vehicle and then translated the same concept to all media in an integrated way: failing radio spots, failing interactive banners, etc.

These campaign made significant improvements in Camry's key quality and reliability metrics.According to Toyota Model Image Study, Camry experimented significant improvements in key quality and reliability metrics: -Is a reliable/dependable-; improvement 24 percent points, from 70% in 2009 to 94% in 2010.

-Built with the highest quality standards -increased 19 percent points, from 70% in 2009 to 89% in 2010; and -lasts a long time- improved from 72% to 91% during same period.Digital: Campaign Clicks: 76,155. Camry delivered the highest Total Traffic to the Toyota Website for the time frame and received the most leads vs. other models.