• Situation

Toyota has continued to raise the bar among the competition by creating a legacy of heartfelt holiday ads for Toyotathon that cut through the clutter. This year, the strategy centered around establishing a connection between Hispanics and the brand by celebrating an act of pure love: bravely venturing out to pick up family and friends from the airport during record-setting airline travel and traffic.

• Brief

“Nothing says love like going juntos (together).” Reassure Hispanics who want to deliver big-time for their families that Toyota has their back in keeping the holiday magic alive.

• Objectives

The “Arrivals” campaign aimed to establish Toyota’s brand promise (“Vayamos Juntos”) as an undeniable part of Hispanics’ family traditions during the 2023 holiday season. Core objectives centered around:

Generating brand awareness during this key automotive buying season

Leveraging the total media investment to deliver owned and earned added value opportunities

"Arrivals" showcases real-life inspired stories about Hispanics facing the chaos and traffic during the holidays while picking up their loved ones from the airport. These stories portray the challenges of the season, such as weather, crowded terminals, and delayed flights—all in the name of love for their relatives. In the end, they accomplish their mission, closing with a beautiful reunion between a mom and her daughter. The message conveyed is that nothing says love like an airport pickup Toyota then invites its audience to have a Happy Airport Pickup season.

A seasonally relevant storyline with a strong family focus set the tone for a high-impact campaign, quickly propelling “Arrivals” to AdAge’s and HuffPost’s lists of the “Best of 2023 Holiday Ads.” In total, the campaign delivered 82M impressions—contributing to half of overall digital video impressions during the Toyota December Sales Event campaign—and 18.5M PR impressions, premiering on one of the top Hispanic national morning programs opposite coverage of the Rockefeller Center Christmas Tree Lighting Ceremony. The campaign was further brought to life on HoyDía, a Hispanic morning news show with a dedicated fan base of 420K viewers. A news team traveled to a NY-area airport and interviewed an arriving Hispanic family reuniting for the holidays. “Arrivals” also broke through with viewers, motivating 86% of Hispanics to want to visit a Toyota dealership, and achieved high relatability scores among Hispanic ad tracker respondents.