Toyota Tundra Heartland Tour Learn & Drive

Client/BrandToyota's Tundra Lead AgencyAMCITime Frame2005 ObjectivesHow do you get Detroit-loyal pickup-truck owners in the Heartland of America to consider the Toyota Tundra? By creating an event that would take place in front of Bass Pro Shops, "America's outdoor superstore."There, we reached 14,235 consumers by putting them behind the wheel of the Tundra to experience this rugged, capable, full-size pickup truck for themselves. After driving the Tundra, 44% of the participants asked to be contacted by their local Toyota dealer, and 72% said they "strongly agree" that driving the Tundra increased their purchase consideration.Each consumer participating in the Toyota Tundra Heartland Tour Learn & Drive got a coupon for $15 redeemable only at Bass Pro, providing the retailer with $213,525 in additional sales. The tour also fit right into Bass Pro's "Pick it up and try it" style, delivering the kind of experience its customers expect and enjoy. ObjectivesChange the hearts and minds of Heartland truck owners.Let them find out first-hand that the Tundra is solid, capable, and -- as they say in the Heartland -- can "Git 'er Done."Create numerous sales leads.Drive Tundra sales in Heartland states.Target AudienceTruck owners in Heartland states such as Indiana, Oklahoma and Missouri, a group that traditionally buys only Detroit brands.StrategyCreate a hands-on event that would persuade this audience to consider the Toyota Tundra by changing perceptions about quality and what the phrase "American-built truck" actually means. (Heartland consumers use full-size trucks as both essential tools and for recreation. They're also committed to supporting the American economy).Participants who experienced the Toyota Tundra Heartland Tour Learn & Drive at their local Bass Pro store:saw Tundra displays set up in front of the Bass Pro entrance, where product specialists encouraged truck owners to do what they might never on their own: drive the Tundra.asked questions to our product specialists (many of whom are truck/NASCAR enthusiasts from Heartland states), who rode "shotgun" with participants on their demo drives. Product specialists also told the Tundra story, including its "Made in America" pedigree, and put a recognizable face on the truck.had their photo taken in front of a Tundra decked out in recreational gear or work equipment. Participants received their photo on-site in a Tundra branded frame.filled out exit surveys and requested dealer contacts if interested. (Forty-Four percent asked to have their local dealer call them, a record for Toyota.)saw that all of the tour equipment had been hauled by a Tundra pulling a wrapped trailer, which listed payload capacity and other specs, and thereby demonstrated the Tundra message across the 11,400 mile tour.learned that the Tundra is "Made in America," that Toyota employs nearly 35,000 U.S. workers and is spending $1 billion on a new Tundra plant in Texas.Important FactorsGrassroots event communicated with participants on a peer-to-peer level. We purposely hired tour staff born and raised in Heartland states.Reached a conquest audience: 83% of participants were non-Toyota owners.Activated Toyota's relationship with Bass Pro Shops, making economic sense by leveraging existing resources.ResultThe Tundra Heartland Tour radically changed how this truck-buying audience felt about the vehicle:Put 14,235 consumers behind the wheel in 10 markets.Delivered names of 6,481 handraisers to Toyota, yielding a brand-record 44% opt-in ratio.Exceeded goals for demo drives by nearly 2,000. Converted the toughest skeptics (83% of participants were non-Toyota owners):After driving the Tundra, 76% said their opinion of Toyota changed to "more favorable." 93% reported "very satisfied" with the experience.72% said they "strongly agree" that driving the Tundra increased their purchase consideration. Using third-party survey analysis, the tour produced a return on Toyota's investment of +424%.Bass Pro got a windfall of more than $213,525 in additional sales through our purchase of more than 14,000 $15 gift certificates.This does not include the additional cash that many participants spent on top of their gift certificate.The event also created significant customer appreciation for Bass Pro by giving its customers a special opportunity to drive the Tundra without having to deal with a car salesman. Bass Pro customers liked both the gift certificate and driving the Tundra.

Toyota Tundra Heartland Tour Learn & Drive

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