Opportunity
Toyota Motor Sales, annually contributes multiple scholarships to the United Negro College Fund. Toyota has been involved for nearly 20 years with UNCF and every year kicks off with the nationally televised annual “Evening of Stars”.
Toyota recognized the opportunity to illustrate their commitment to community outreach and highlight their continued support for the event as well as the UNCF scholarships.
Annually Toyota with Burrell Engagement Marketing, provides up to three national television spots highlighting the UNCF scholarship. The goal was to produce spots which were representative of Toyota’s corporate image, with a subtlety and style appropriate for community outreach.
Expertise
When considering the right strategy for the spots, we relied on years of experience with the target market to provide concepts, messaging and scripting. The goal was to recognize the recipient’s unique strive for success, academic achievement and family support as core values relative to the brand.
This year our team conceptualized an entirely new approach, utilizing motion-tracking and 3D graphics to tell two dynamic stories with unique visual and contemporary themes. Shooting on Toyota’s sound stage and finishing post-production in-house, we were able to ensure continuity of vision throughout the creative process.
Impact
Through the initiative, Toyota further strengthened their position as a good corporate citizen.