Toyota Cadence Campaign
THE CHALLENGE
Toyota wanted a series of service mailers and emails for dealers to choose from within a portal and to be used for five years. It needed to be an extensive database of pieces for many different scenarios. Toyota was also looking at concepts from two other agencies.
THE SOLUTION
Epsilon presented three different concepts and two other agencies presented concepts as well. Toyota chose my “Everlasting Joyride” concept which is based on the idea that when you keep your Toyota well maintained, you will be able to go on fun adventures and do exciting things, with no end in sight. We then created a series of 30 mailers and 30 matching emails, all carefully crafted to achieve Toyota’s goals for many different scenarios of service needs for Toyota customers.
THE RESULT
Epsilon gained more than $3M/yr. in revenue and Toyota dealers’ service revenue increased an average of 30% the first year it was being used.
MY ROLE
Brainstorming with a Copywriter, concept creation, presenting to client, art direction, design, applying client feedback, working with Production on print formats and specs and managing creative consistency and brand guidelines with Production Artists over a 2-year period until final completion
SOFTWARE USED
Adobe InDesign, Adobe Photoshop
Toyota App Campaign
THE CHALLENGE
To pitch to Toyota a campaign that would encourage Toyota customers to download and use the Toyota App.
THE SOLUTION
A campaign consisting of social media advertising linked to a landing page, five direct mail pieces and five emails. One of the direct mail pieces is a unique interactive piece with die-cut “finger holes” around a cell phone image so the customer could put their fingers in it as if they’re holding the phone on the mailer.
MY ROLE
Brainstorming with a Copywriter, art direction and design
SOFTWARE USED
Sketch, Adobe InDesign, Adobe Photoshop, Adobe Illustrator
Toyota Promotional Campaign
THE CHALLENGE
To increase Toyota dealer service traffic by comparing prices of essential services to other repair shops near the dealer.
THE SOLUTION
A campaign consisting of a direct mail piece, an email, internet ads, a table tent and a window cling were created. The comparisons were made using variable data linked to a database.
MY ROLE
Brainstorming with a Copywriter, art direction and design
SOFTWARE USED
Adobe InDesign, Adobe Photoshop, Adobe Illustrator
Toyota Regional Campaign
While I was an Art Director on the Toyota account, I spent a lot of time supporting various Toyota regions. This is a small sample of the monthly direct mail, email and internet advertising we created for the regions. Everything was loaded into a portal for dealers to access them and choose which offers and coupons they would like to offer their customers on a monthly basis. I art directed and designed various pieces in both digital and print form. In many cases, I created the direct mail first. Once the Toyota Regional Managers would approve the direct mail, the email and internet ads would be created.
My role: Brainstorming with a Copywriter, art direction and design
Software used: Adobe InDesign, Adobe Photoshop, Adobe Illustrator