The Puerto Rican radio is cluttered with ads for car companies. We needed to stand out from the rest and make something that didn’t feel like advertising. When the project was conceived, we all thought it would be impossible to carry it out because were dealing with very famous songs and therefore, very expensive ones. Still, we knew it was the right way to deliver a message of durability in a memorable way. For this reason, we had to convince the radio stations to use their music, for which they already pay royalties, to turn them into songs for Toyota.

When the idea was conceived, we thought it would be impossible to make it because all the songs we used were very famous and extremely expensive when you want to use them for advertising purposes. However, the media team was able to reach an agreement with broadcasters, that do pay royalties for the music, and make these medleys part of their musical content with one condition: they had to be identified as SONGS THAT LAST LIKE A TOYOTA. While enjoying each medley the radio listener learned about each song’s trajectory while associating them with Toyota’s durability.

For six months, dozens of these medleys were heard on radio stations in Puerto Rico and were constantly requested by listeners, creating an emotional empathy with the brand. At a time when the recession has made all car companies lower their sales, Toyota led the category and maintained its sales leadership.