2020 changed everything; COVID-19 wreaked havoc, consumer mindsets shifted, marketers needed to adapt quickly, and all events were canceled. So, Toyota needed to pivot from physical to digital experiences. The change of plans meant delivering branded experiences digitally, maintaining brand presence by leaning on talent, continuing to communicate with our target, and seizing the opportunity to test new platforms to connect with consumers. Ultimately, the goal was to strengthen Corolla’s relationship with Hispanic millennials and Gen-Z audiences via music engagement experiences. Specifically, to support its launch, the Corolla Apex: sleeker, edgier, more stylish, and one of a kind. Toyota wanted to regain leadership (Honda Civic was #1) and share in the Hispanic market while reconnecting with its youth audience to generate excitement and exceed registrants, hand-raisers, and leads.

To showcase the Corolla Apex’s bold and stylish nature, we created a digital experience that puts music fans in the front seat. Featuring You is an interactive idea produced and engineered to allow each fan to be the co-star of Lunay and Anitta’s “Todo o Nada” music video. Fans were featured in the narrative by using their smartphones to take a selfie and choose between two characters (a sidekick and a heroine), and almost instantly, a face-swapping AI inserted them into the story next to their favorite singers cruising through town in the Corolla Apex. As a result, each fan got a unique version ready to be shared with the world, spreading the idea even further each time they shared it. The idea blended entertainment and product placement in a way that allowed fans to connect with Corolla like never before.

The Toyota Corolla is one of Hispanics’ most beloved vehicles. They admire the performance, style, and technological features that the vehicle has to offer. However, the Apex is not your average Corolla—it’s sleeker and edgier. These were elements that had potential to excite Hispanic style lovers and take their interest in the Corolla a step further. To grab young Hispanics’ attention, we needed to portray the Corolla Apex to be far beyond any preconceived notions about the Corolla. We tapped into their boldness that came up time and again in extensive interviews with our target audience: they are willing to act, dress, and speak without apology—from making fashion statements to owning a car that embodies their sense of artistic creativity. Combining a hot music artist with the latest face-swapping technology allowed us to introduce the vehicle in the best possible way: making consumers part of the story.

In the summer of 2021, Toyota Corolla Apex launched the first music video where every fan was a star, in partnership with emerging artist Lunay. And thanks to face-swapping technology, every fan who registered had their face inserted onto one of the leading characters.

Social content launched the program by inviting users to register and create their own music videos. Users were taken to a digital experience and prompted to register and take a photo to participate. After their videos were processed, the users were encouraged to share them on social media to participate in the sweepstakes. Each fan became a microinfluencer by spreading the program on their social channels. Toyota Latino continued to engage with users and share Corolla Apex and Lunay’s content.

Media investment was leveraged to amplify our social campaign on key platforms—Facebook/Instagram/Twitter—and garner registrations for users to create their own music videos.

Corolla Apex starred in Lunay’s “Todo o Nada” music video with over 21MM views (and counting), and the reactions were incredible. It became a trending music video in the US Hispanic market and Latin America. And most importantly, we not only turned fans into stars, but we also made our brand even more famous.

Fans were excited to share their participation using the #LunayXToyota hashtag, driving an overall positive to the campaign. Social efforts delivered 23MM total impressions, 2.4MM video views, and 850K engagements, including both talent and paid. Lunay’s partnership was key to campaign success as he contributed 54% of social campaign impressions, 97% views, and 84% engagements. His contribution outperformed expectations based on his relevancy and fan base.

New tech and innovation drove PR earned media with national publications that resulted in coverage from outlets such as Ad Age, Adweek, Ads of the World, among others.