Toyota: 100 CARS FOR GOOD

Credits & Description:

Advertiser: TOYOTA
Agency: SAATCHI & SAATCHI LA
Category: Cars & Automotive Services
Advertising campaign: 100 CARS FOR GOOD
Copywriter: Adam Wolinsky (Saatchi & Saatchi La)
Integrated Producer: Annie Porter (Saatchi & Saatchi La)
Group Account Director: Bridgett Judd (Saatchi & Saatchi La)
Executive Creative Director: Chris Adams (Saatchi & Saatchi La)
Acd Art Director: Juan Cruz Bobillo (Saatchi & Saatchi La)
Associate Director Of Integrated Production: Melissa Eccles (Saatchi & Saatchi La)
Senior Strategic Planner: Regan Zajac (Saatchi & Saatchi La)
Strategic Planning Director: Sara Bamossy (Saatchi & Saatchi La)
Director Of Integrated Production: Tanya Lesieur (Saatchi & Saatchi La)
Account Executive: Stephany Sperberg (Saatchi & Saatchi La)
Creative Director: Dylan Schwartz (Saatchi & Saatchi La)
Business Affairs Manager: Ivy Chen (Saatchi & Saatchi La)
Copywriter: Jonathan Pelleg (Saatchi & Saatchi La)
Music: Kimya Dawson
Executive Creative Director: Margaret Keene (Saatchi & Saatchi La)
Art Director: Avery Oldfield (Saatchi & Saatchi La)
Art Producer: Kristina Hicks (Saatchi & Saatchi La)
Account Executive: Lauren Messina (Saatchi & Saatchi La)

Outcome
Nonprofits gained an army of new online supporters and a powerful new way to connect with them. Even before voting ended, these nonprofits were using social media to raise funds, recruit volunteers, and spread awareness. Not to mention that 100 of these organizations are now driving around in new Toyota's, performing countless types of good deeds.The 100 Cars for Good Facebook app generated 289,000 Likes, with over 489,000 votes being cast. The program was shared 21,000 times, generating 20 million earned impressions.

Client Brief Or Objective
Toyota had a problem. For years the automaker had been giving vehicles to nonprofits across the country, but nobody knew about it. As a result, this philanthropy wasn't being weighed as a factor when consumers were choosing the brand of their next vehicle. We to make people aware of how much Toyota was doing for nonprofits.While researching the nonprofits receiving vehicles, we realized a startling pattern: most of these nonprofits had virtually no social media presence. We knew that social media had the potential to transform the these organizations, perhaps having a greater impact than a new vehicle would.

Implementation
500 nonprofits were sent a social media toolkit. Inside was everything they needed to build a presence on Facebook, Twitter, and YouTube. Step-by-step instructions helped them connect with existing supporters, reach out to new followers, and post relative content.We gave these organizations a challenge: use your social media presence to build as big an online movement as possible. Each day, for 100 days, Facebook users would vote on which of 5 nonprofits they wanted to receive a new vehicle. Whichever organization received the most support by the end of the day would take home the Toyota of their choice.

Relevancy
We set out to help teach these nonprofits how to harness the power of social media, and at the same time, finding a way for Facebook users to become partners with Toyota in giving vehicles to nonprofits.The program's impact was immense. 100 Cars for Good had a powerful impact on the Toyota brand as well. Awareness of the brand and its philanthropic efforts shot up significantly in the months following voting, and the Toyota USA Facebook page received a massive influx of new followers who had been turned on by the program.