BRING IT TO THE PEOPLE.
Sometimes there are events that you can't plan for or predict, but rarely does something happen that can crash world markets in a week, send millions into isolation, and empty the streets of thriving cities on all continents. COVID-19 changed everything, but it specifically called for a new way to help customers with contact-free services. With an automotive dealership classified as an "essential service" we had to act fast for our client.
In 72 hours, we were able to create and execute the Store To Door campaign for Toyota of Irving. Store To Door is an umbrella for all new contact-free services including test drive, express store, service valet, and collision valet. With sympathetic messaging that showed the precautions the dealership was taking with disinfecting processes, Store To Door was able to bring the dealership to the customers in a safe and easy process while they "stay home." While other automotive brands were talking about 84 month financing and 6 month deferred payments, Store To Door wasn’t focusing only on price but people. The dealership helped those that were in need of vehicle services, and those services were brought to them at the safest place possible - home.
THe right audience & the right message in a consistent Omni-channel experience.
Store To Door postcards were sent to people who engaged with the website.
UTILIZING SOCIAL INTERACTION AND AD SPEND, THE STORE TO DOOR CAMPIGN DROVE TRAFFIC TO THE RIGHT PLACES
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During the COVID-19 Shelter At Home order, the imagery and messaging needed to be relevant to the consumer, so Store To Door focused on people staying home while the dealership comes to you.
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The mobile experience is one of the most important channels since more people are on mobile than any other device, so we design with mobile top-of-mind.
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Store To Door not only focused on internal services, but we incorporated the national incentives as well as Toyota’s messaging theme, “We’re here for you.”
WITH THE RIGHT TECHNOLOGY IN PLACE,
ONLINE SHOPPING WAS THE SAVING GRACE.
By being first to act and leading the way in a healthy response to COVID-19, Toyota of Irving's Store To Door campaign got national recognition from Toyota North America as well as mentions from top influencers in the automotive space.