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Toyota Wins Three ANA Multicultural Excellence Awards

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mas que un auto

One of the Mas Que Un Auto commercials features Rick and his 4Runner, Skullcap

Toyota is proud of its dedication to diversity, so it was no surprise when the automaker and its Hispanic marketing partner, Conill, won three Grand Prize Awards at the 2015 ANA Multicultural Excellence Awards for their Más Que Un Auto campaign.

In total, there were 197 entries for this year’s competition. Toyota’s Más Que Un Auto campaign topped the Hispanic, Digital, and Significant Results categories, making it the most-awarded campaign of the night. Additionally, the Toyota Camry “Gran Decision” campaign won the Digital Media category.

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“It’s an honor to be recognized with these awards among so many amazing marketers and advertisers,” commented Mia Phillips, National Manager – Multicultural, Brand & Online Strategy, Toyota Motor Sales USA. “We know that engaging with our multicultural guests is critical to our success and that it has to be done right.  Strategies that are in-culture and in-language are key as well as having partners, like Conill, who help propel our brand to success.”

The Más Que Un Auto campaign allowed customers to show their loyalty to Toyota in many ways, such as creating a custom name badge online for their car that was then produced and delivered free of charge by Toyota. Additionally, Toyota and Conill created the first-ever short film series on Instagram, consisting of 15-second episodes which allowed users to use their own decisions to move the story forward.

Watch: Rick and Skullcap the 4Runner

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