On the average day, 2,000 people buy a Toyota. To welcome these new and repeat owners to the Toyota family, we shrunk Toyota's spokeswoman down to byte-size to help people get the most out of their new vehicles. As Jan gets used to going digital, the video series dynamically personalizes to each owner on the fly and serves up video content based on the choices they make interacting with the site.
During the first 30 days of your new Toyota Ownership, you will be directed three times to the Owner Welcome website. Each time you visit, a new personalized video of Jan will emerge guiding you through what you need to do on the website. We created a total of 16 different scenes for all the different user actionable outcomes that can occur. Depending on what actions you have clicked on the website, our data will serve up a personalized video with Jan to you. She may thank you, remind you, or ask you for help over the next 30 days as she guides you through your new Toyota ownership on your personalized website experience. Here is a sample customer journey.
We set out to provide outdoor enthusiasts with a virtual experience of 4Runner’s off-road capability and empower them to participate in the action while supporting sales and maintaining enthusiasm for the vehicle.
Using targeted, personalized email and direct mail communications, we drove traffic to a landing page that gave SUV shoppers a chance to virtually test-drive the 4Runner from the comfort of their desktop, tablet or mobile device in a hyper-real off-road adventure. We even included an experience for those self-identified couch potatoes.
Increase sales: 18%
Winner of the 2015 Addy Awards.
Branding and design for a modern Asian eatery specializing in regional bowls that boasts "it's not your mama's rice bowl!"
Art Direction and design for the 2008 Lexus Hybrid brochure and sample spreads from the 2009 model brochures.
Homepage concepts for the global redesign of Max Steel 2013.
Extend Toyota’s brand engagement at Stagecoach, the world’s largest country music festival, without interrupting the concert experience.
For two days, we put on the tailgate of the weekend. We set up Toyota Tailgate in the RV Resort next to the festival grounds and created an integrated campaign that drove festivalgoers to our after-hours activation. We made Toyota a part of the country music culture while seamlessly keeping its trucks center stage.
1,093 qualified shoppers who interacted with Toyota’s vehicles over two days
136 opt ins per hour
26% more handraisers year-over-year
Styling for :30 spot for the Doritos Crash the Superbowl Contest
Creative Direction for AND-B 2013 Fall lookbook.
Broadcast spot for PowerBar Canada to promote the Triple Threat bar.
Direct mail piece that celebrates Parent's Day aimed at unexpectedly cool parent's who own Siennas. The campaign was intended as an evolution to Toyota's iconic "Swagger Wagon" idea that targeted consumers on a more one-to-one level. The DM is a teaser that rolls out to reveal the word "PARENTS," while telling the story of how each letter relates to a feature in the minivan and a relatable characteristic. The piece drives to a landing page to learn more about real parents and social influencers who compare their craft and profession in relation to the usability of the vehicle.
Micro site design for Disney’s Make Your Mark Style Studio fashion collection.
Art direction and design for photo shoots, print, and digital.
Art direction for banner ads and demo videos designed as a part of two test campaigns in an effort to reinvent Torani's image, educate consumers, build awareness, and make their products more consumer-friendly.
Toyota generates more than 2 million leads each year from handraisers, yet it wasn’t engaging these prospects. Our challenge: Segment this diverse pool of people who opted in through widely ranging contact points, and create a program capable of addressing each person’s needs, interests and expectations.
Through the intelligent use of data and technology, we created a personalized email program featuring dynamic content that addresses the appropriate stage of the customer’s journey, from awareness and exploration to purchase.
The program is paying for itself.
18,000 active shoppers qualified
55% lift in sales
$54 net return on investment
This program is a winner of the 2014 international DMA Echo awards.
2012 Roxio Creator Suite packaging redesign/refresh.
Creative Direction for e-commerce online store photography.
Various spreads designed during my time as a Design Consultant for proposals and development pitches for architectural firm, Johnson Fain, in DTLA.
Toyota came to us with the challenge of engaging current RAV4 owners who weren’t in our email database to upgrade to a new RAV4 and opt in to our life-cycle marketing program. Our objective was to stand out among cluttered mailboxes and create an emotional connection with the product through our digital experience.
Since our mailing date was shortly after Valentine’s Day, we created a love letter from the RAV4 that rekindled relationships with the vehicle. By crafting a voice for the car, we made a personal experience that stood out from the average direct mail communication. Each letter led to a steamy microsite that pointed out the vehicle’s features, making our target fall in love all over again.
3,920 letter recipients went online to our digital extension and interacted with the site. We were able to reduce cost per lead by half and also communicate with a valuable owner audience that is 18 times more likely to purchase a vehicle. Additionally, some recipients actually replied to the mailing address of the DM, creating dialogue between product and consumer.
Printed materials for the branding of DTLA'S First & Hope Supper Club.
After winning the Scion business through the success of the Handraiser Program for Toyota, we were asked to create a look and feel for their email programs moving forward. The templates are based on a dynamic grid that contain swappable modules allowing for flexibility in content for their entire vehicle line up while retaining visual interest. New technology features such as expandable menus were integrated to create more compelling user engagement.
The Unique Open Rate and Click-to-Open Rates in April show significant improvement (113% and 77% respectively) over prior Vehicle Promo campaigns, based on available benchmarks.
During my time at OIC I redesigned the agency's website.