The idea was to play around with the paranoia that drivers feel about their regular non-certified used vehicles. So we created the type of noises you would hear (or think you hear) from a car in bad conditions and we played those noises during a song 'playing on the radio'. We wanted to spark that moment of paranoia reminding our target audience that there's nothing more assuring than driving a Toyota Certified Used Vehicle.

The idea was to play around with the paranoia that drivers feel about their regular non-certified used vehicles. So we created the type of noises you would hear (or think you hear) from a car in bad conditions and we played those noises during a song “playing on the radio”. We wanted to spark that moment of paranoia reminding our target audience that there's nothing more assuring than driving a Toyota Certified Used Vehicle. We had different executions that used the same concept in print and online.

By partnering with two of the most important radio stations (KLVE & KXOL) we reached 65% of Los Angeles' adult (>35) Hispanic population. The campaign achieved outstanding results; the average monthly visits to the TCUV Spanish site (Toyotacertificados.com) increased by 68%. Also, the rate of clicks (on banner units created) increased by 37%.