Más que un auto

To celebrate 10 years of Toyota being the #1 brand among Latinos in the U.S, we thanked Toyota owners in a very unique way. Knowing that there is a strong bond between Latinos and their Toyotas (they're considered part of the family), we gave them the chance to do what they were already doing: naming their Toyotas. Shiny, beautiful badges, with the same look and feel as the ones Toyota puts on their models, were produced with customized names. So far, we have turned 100,000 Toyotas into mobile outdoor executions, and their owners are bragging about them in an organic way.