“Más que un auto” was the first campaign to compile data from the names people give to their cars. That data gave us insights about the loving relationship between people and their cars and how they felt about the brand. We took that data and created a book that tells the story behind those names and the first ever compilation of car names.

We wanted to honor the love our consumers feel for Toyota, which is why we decided to immortalize it. We created a book entirely out of the user generated data we gathered and then gave that book to those who shared that data with us. Another big number of books went to Toyota dealerships around the country where potential new owners could feel that bond.

The goal of this campaign was to deepen connections with existing customers. We wanted to thank

Hispanic Toyota owners and get them talking about their love for the brand, rather than increasing

new car sales (Toyota is already #1 among Hispanics).

The campaign resulted in the most user-generated content in the history of the brand, exceeding all

goals and established benchmarks:

• 4x the benchmark for Facebook engagement rate (9% vs. 2.2% initial goal)

• 2x the benchmark for Twitter engagement rate (3.06% vs. 1.25% initial goal)

The 'Más que un Auto' ('More than Cars') program created thousands of pieces of user generated data that featured Toyota as a central character. People shared the names they chose for their cars and told the stories that led to those names. Every one of the stories shared became pieces of branded social content and we made a book entirely out of that data.

Hispanics are tremendous supporters of Toyota. Not only is it the best-selling auto brand among Hispanics, but it significantly outperforms competitors on a long list of attributes. Without Hispanics, Toyota's competitive position would be notably weakened. The brand's intention was to thank Hispanic Toyota owners for this contribution.

Through a web site, anyone could request a badge with their car name for free, but they also had to tell us the story behind that name.

We compiled over 150,000 unique entries of user generated content from all over the U.S.

The “Más que un auto” campaign was created to celebrate Toyota’s leading brand among Hispanics for over a decade. Toyota owners got badges with the names they gave to their cars. That campaign gathered data from more than 150,000 consumers (a really big number for a market the size of the Hispanic Market in the U.S.)

All the data gathered from the car names came with a backstory. We took those stories and names and created a book with the most compelling ones.