Swagger Wagon
“…I’d rather have my tubes tied than drive a minivan…”
-Soccer Mom
Two minivans to launch, into a shrinking segment, during the largest safety recall in Toyota’s history. Minivans were a badge of embarrassment for parents. The client was nervous, and refused to support the work with anything beyond a single YouTube masthead.
No television. No Super Bowl. One banner.
No Super Bowl.
No TV.
No giant campaign.
We launched with a YouTube Banner…
One of the most unexpected product demos in history:
Launching a Minivan under the guise of an urban music video.
…and the results were astounding.
Two days after posting,
"Swagger Wagon” averaged 115 Tweets per hour.
22+ Million UNIQUE Youtube views.
-YouTube
10 most viewed videos in 10 years.
-YouTube
Third most shared viral video of all time, Facebook, Twitter, blogs.
-Unruly Media’s Viral Video - June 3, 2010
#1 - CNN Viral Video
- CNN Viral Video Chart
#2 - AdAge Viral Video Chart.
-AdAge Viral Video Chart
EFFIE Effectiveness Awards Winner
“… a cultural phenomenon…”
The Swagger Wagon Music Video:
Dozens of TV and News channels worldwide covered it, creating over 150 unpaid broadcast segments and articles
Voted “Best Social Media case study” in S&S global network
TV Mini Series
"Meet the parents"
“Time Out"
“Car Wash"
ONLINE EPISODES:
We designed the TV to be the teasers to drive viewers online to an even broader and richer brand experience, where viewers would meet the family in a host of mini-webisodes which doubled as product Demo videos, on Youtube. This channel hosted 9 made-for-Youtube videos highlighting unique vehicle features.
Our Youtube-based campaign proved to be wildly successful with 22 Million+ views.
Mommy likes I Spy"
Daddy likes Bonding
Mommy likes Deals
"Diaper Bag"
“Play Date"
YouTube Online Content Mini Series
Daddy likes Bonding
Mommy likes rest
Pimp Your Ride
We manufactured industry grade, adhesive backed, chromed decals and gave them away on our social media channels.
8 years after launch, we were still getting requests for them
Using our social channels, Youtube Sienna site platform and Google Moderator we directed questions from fans and subscribers to our Sienna couple, then filmed and posted their answers.
We also used these channels to update fans and subscribers about changes and news in the Sienna family. Example: when we dropped new singles we alerted fans in our various channels:
Hot new tracks
Baby Bump! For realz!
Our mom character fell pregnant for real.We embraced this, and shot new content to match her real-life condition:
Custom Ring Tones
We created custom, downloadable ring tones for fans and subscribers, and left real voicemail messages on mobile numbers we dropped into the campaign.
All good in the Parenthood
Using the same channels we got fans and subscribers to vote on and choose the next music tracks to get posted. A few examples:
Q&A with Mommy
& Daddy
Using the Google Moderator tool, viewers submitted questions to Mom & Dad and we filmed and posted the responses.
We had a ton of questions, we shot about 20 videos. Here are three of them:
Q&A: "Mommy Like Accessorizing"
Q&A: "Mommy Like Good Genes"
Product Dev: Sienna Swagger Wagon Supreme
We also worked closely with the Toyota product team and custom vehicle manufacturers, B.A.D. Company to design and create the Toyota Sienna Swagger Wagon Supreme shown below. It launched at SEMA, the biggest custom and accessory auto show in the world. We used a question from Moderator to set it up:
Results ⟶
145% jump in sales — in a declining category — Brandchannel 22 million+ unique YouTube views, and still climbing every time I checked #1 branded channel on YouTube within two days of posting 115 tweets an hour — Twitter #6 in YouTube’s 10 Years of YouTube Ads — Old Spice was #5 Third most shared viral video of all time — Unruly Media, June 2010 #1 CNN Viral Video Chart · #2 AdAge Viral Video Chart AdAge — 10 Most-Viewed Brand Videos Visible Measures — Top 10 Viral Auto Ads of All Time 150+ unpaid broadcast segments, articles and blog posts 40+ fan-made Facebook pages · 33,000 fans · 10,500 YouTube subscribers Sienna still ranked 4th on cars.com — during the recall “Improved Toyota brand perception, and increased the desirability of the mid-sized van segment overall.” — J.D. Power & Associates, 2010 Saatchi & Saatchi LA named Social Media Agency of the Year — Bees Awards, 2010 Best social media case study in Saatchi’s global network EFFIE · Jay Chiat Award, Social Media · D&AD Silver · ADC Gold Cube Eight years later, people were still writing in for the badge.