The Toyota Welcome Kit program is sent to nearly three million new Toyota owners per year. It won the prestigious Premier Print Awards Best of Category Statue, "The Benny" for creative and use of variable-data in print execution with 66 variable elements and over 600 iterations.
The Premier Print Awards attracts thousands of entries from North America, South America, Asia, Europe and the Pacific Rim featuring the best of the best creative, advertising and direct marketing worldwide. The Benny is awarded to the most outstanding entry in each category.
I'd encourage you to see the Hyper-personalization Video, in my video section to further explain this program's approach and success.
Toyota's previous program was not successful. When surveyed, new Toyota owners were dismissive about the program we replaced, because they thought Toyota was still trying to get them to "Buy Toyota", when they'd just bought a Toyota. There was a BIG disconnect in message, purpose and effectiveness that was ultimately a disservice to Toyota AND the new owner.
This program opportunity started with an RFP to grow customer awareness, establish and reinforce ongoing customer dialogue to maintain a connection from close of sale to onboarding, engagement, increased service redemption rates, increased customer retention and their eventual next purchase. And, equally important, providing a cost-effective and cost savings solution.
Just one of our many innovative ideas saved them nearly $4 million dollars
each year, while additionally increasing it's effectiveness and ROI.
In addition to several creative concepts, we introduced heavy data driven personalization pertinent to the buyer, and an entirely different format.
There were also reminder cards with the same campaign aesthetic sent every 5,000 miles up to 25,000, and an additional postcard if you missed your appointment. It was data tracked and generated based on your average driving miles. The reminder card featured a timeline infographic with the model (and color) of their specific vehicle to help plan and keep track of appointments.
Additional Toyota creative and programs are featured here as well.
The last piece (as seen) is in an intermediate mock-up stage during development. It was an idea for a fun app called "Trick My Tundra", that allowed you to pick the trim package, select colors, add racing stripes, foglights, a regional theme, a rocket booster, and then place your finished vehicle in front of your home, out on the range, or in orbit and snap a picture as if it were there.
