Minivans are the laughing stock of the automotive world. It was a huge challenge for Toyota to get parents to want its redesigned Sienna, much less make it a vehicle people talk about. With this insight, the agency developed a campaign called ‘The Sienna Family’ and later a music video called ‘Swagger Wagon’, which would serve as a rally for proud parents everywhere. As a result of the campaign, the ‘Swagger Wagon’ video has garnered close to nine million views. But more importantly, the Sienna exceeded yearly sales expectations by almost 20 per cent.
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