EOC: Week 10: What Channels are you going to do to get your product noticed?

Some of the channels I will be using for advertisement to get my product out there would be to have intriguing billboard posts around very heavily populated areas known for having a lot of families. We will include well known beloved characters from a variety of Disney movies incorporated into our billboards. We will also be having commercials including Disney families such as The Incredibles. Star Wars will also play a huge role in the commercials. We will have a Superbowl commercial that will include the characters from Star Wars (C3PO & R2D2) looking at the new 2016 Toyota Highlander and exclaiming that it is a phenomenal aircraft and better than the millennium falcon. This will also be promoting the Star Wars movies while also promoting the new Toyota Highlander. Also what we would do is to have the new 2016 Toyota Highlander inside both Disney parks in the United States. We will be giving the families and general people that go into Disneyland parks a chance to win the new car and we will also be having an interactive booth in both parks to attract the public. In the booth we will be giving away brochures for the people interested that will include a variety of cute and funny ads and also explain why the Toyota is the car for you and your family. Referring back to A Best Friend You Can Rely On, we will put Mickey Mouse, Goofy and Donald Duck on the cover showing that this really is your new best friend. 

Creative Content

One of the commercials we have planned for the Toyota Highlander is we take an original screenshot of snow white and the seven dwarfs in the forest and one of the little dwarfs turns around and says
"oh golly would you look at that"
then it would show snow white as if she were falling in love with the prince but instead of the prince it is the Toyota highlander. then it goes to a frame with snow white and the seven dwarfs rejoicing and on the bottom in white letter it says "yes it fits them all"



Same concept of this commercial but transformed into a billboard. It has the seven dwarfs walking in the straight horizontal line and snow white in the front and they are walking to the Toyota highlander and also in white letters it will say "yes it fits them all" this concept adds to the fact that there is in fact 8 seats inside the Toyota highlander as pictured here

Another idea for a commercial, preferably the superbowl is one that will involve the characters of Star Wars. It will include C3PO and R2D2. The first frame will have them on both on Tatooine and looking lost, then R2D2 will beep and C3PO will scold him and say that its just a mirage so then C3PO turns around and is shocked and says "my goodness, R2, you are right, that is no mirage" they walk closer "This is definitely more luxurious than the Millennium Falcon. Then it cuts off to show the Toyota Highlander, then to a black screen showing 2016 Toyota Highlander coming to a planet near you. Then it goes on to also promote the new Star Wars film

Promotion

For our promotion we will included ads in places that families like to visit and in brochures.In places such as Las Vegas we would focus more on promoting inside the Circus Circus and Excalibur hotels because those are the most family oriented and family friendly. What differentiates a brand is how it is characterized, its visual and verbal identity as expressed in each media unit and through every point of contact. Simply stated, differentiation is what distinguishes one brand from the rest.(CH 4; PG 51) Our magazine ads will include Minnie and Mickey mouse on the cover showing off how reliable the car is. For the billboard ads we will advertise in areas like Hollywood and Santa Monica. On a most recent trip to the city of Los Angeles I have noticed the billboards are now more of a form of art and attraction on which one can be the most effective. Toyota will fall no shorter than the rest. For our billboard add we will include the car itself and Snow White with her seven dwarfs walking to the car in a straight line simply stating "Yes the is room for all. The new 2016 Toyota Highlander". It's where the brand creates a commitment to a relationship. It's where the brand creates something useful to you, something that's a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of your life. Toyota will continue to be a part of you and your families lives by hosting monthly raffles. All you must do is have you and your family come down to the dealership and all of you can enter 1 ballot per person and the winning family will win a trip to the park of their choosing in the United States. Toyota will always be there for you and your family whenever you need us. Branding has been about cultural relevance—what we're saying is that it's not so much about relevance as usefulness…. Brand messages need to be in a useful format. Branded utility can cover social events, software, maybe even free printing from Kodak.

—Benjamin Palmer, the Barbarian Group(CH 4; PG 52) Inside the Disneyland and DisneyWorld parks we would have a brand new 2016 Toyota Highlander and a chance for you and your family to win it. Much like they have in many malls across America we would have it inside our Disneyland parks. People are engaged by compelling narratives. If a brand or group has a story to tell, then it will be more dimensional. Through the branding, advertising, and every point of contact, people learn the brand story.(CH 4; PG 55)

A brand or group embodies something: ethics, humanitarianism, preservation, coolness, fun, family values, respectability, excitement, energy, novelty, inventiveness, cutting-edge research, healthful living, an active lifestyle, etc.(CH 4; PG 58)

The Big Idea

what will set our campaign different from the rest is that we have one main priority and that is that your and your family are comfortable, safe and walk away with a new added family member in which they can depend on for years. We want to give them a new addition to the family that's not just a car but something that they look forward to when driving and not have to worry. The Culture Code is the unconscious meaning we apply to any given thing—a car, a type of food, a relationship, even a country—via the culture in which we are raised…. The combination of the experience and its accompanying emotion create something known widely (and coined as such by Konrad Lorenz) as an imprint. Once an imprint occurs, it strongly conditions our thought processes and shapes our future actions. Each imprint helps make us more of who we are. The combination of these imprints defines us.(CH 5; PG 68) What we will be doing to attract the millennial families is we would by hosting booths in tourist attractions where families as a whole would visit. We would also join with Disney. In this agreement we would also join the Make A Wish foundations to show that in fact we really do care about your children and family. For Disney we would have a booth outside of Disneyland and DisneyWorld to promote our product as a family must have. For the Make A Wish foundation we would donate every year depending on how our fiscal year ends. Keep them and Disney with us as long as possible.  The totality of environmental factors affecting our nature is called nurture; so, from this perspective, the context in which we live makes us who we are. How we are nurtured plays a significant role in how we make choices and in our behavior. The context of your family, culture, community, values, friends, aspirations, basic drives, cognitive abilities, defenses, habits, all factor into why you would respond to advertising, donate to a specific charity, purchase one detergent over another, and so on.(CH 5; PG 69) Ours donations would strictly be to Make A Wish foundation and our campaigns would be binded with Disney. Our commercials will star Disney princesses and well known characters and Disney familes using our product to promote that we are in fact the number one family friendly vehicle. Imagine the world without this product, service, commodity, or group type. Then imagine the world without this specific brand or group. For example, imagine there were no ketchup. Now imagine the world without Heinz ketchup. Once you imagine this scenario, it might be easier to understand what people like or love about the brand or group.(CH 5; PG 71) A world without the Toyota Highlander wouldn't be a safe world to drive in that's for sure. Its 5 star safety rating gives the family that assurance that everything is going to be ok even in the case of an accident. Words. Legendary graphic design and adman George Lois advises using words to generate concepts. Lois believes that visual artists can think equally well in words as in visuals. Try making word lists, word associations, word maps, word mergers, or any method that will work for you.(CH 5; PG 76) Merge. Combine two related or unrelated objects or visuals together to form a unique whole.(CH 5; PG 76) To add onto the big idea, Toyota and Disney in the same commercial and advertised on channels like the Disney channel and ABC Family will guarantee attract more family oriented customers just for the fact that it will include the beloved and adored characters from the widely known movies and attractions. 

Competitive analyses

Our campaign will be bigger and better than the competition because we will be conducting interviews on American families across the United States and asking them what they think about our product. Get their points of view and come up with what we need to work and improve on. Frames offer meaning in context, and they help us understand our world and quickly assess what is going on in it. We can use a frame to examine a brand or group, looking for insights on which to base an advertising idea. (PG 34; CH 3) In this case we would frame a situation, put yourself in the customers shoes and ask yourself, why this car? Well the Toyota Highlander has a 5 star NHTSA safety ratings. That basically means that this is one of the safest cars on the road. Something a family of 4 would  love to depend on. Changing a frame allows you to explore possibilities, to imagine what a brand or organization could be beyond its current personality or how it is commonly perceived. Here you set aside preconceived notions and explore alternatives. (PG 34; CH 3) Again, putting ourselves in the customers shoes and in this case the customer is the mom of 4, who not only works but does the basic house work. The super mom. She doesn't have time to be going to the mechanic and having the car checked out for some noise she heard while driving. The Toyota Highlander won't have any malfunctions or recalls like its competitors. It is the best friend she can rely on. Attribute listing is a method for analyzing and separating data through observing and identifying various qualities that might have otherwise been overlooked; basically, it is a diagrammed list of attributes. It works deconstructively, breaking down information into smaller parts that are then examined individually. (PG 38; CH 3) The 2016 Toyota Highlander has a 4 star frontal crash rating, 5 star side crash rating and a 4 star rolleover rating. What these ratings are simply stating is that in the events of a crash, the damage or injuries caused to the driver and passengers would be minimal, also something to think about while you're taking your family on the road. The frontal airbags alone have saved more than 25,782 lives between 1997 and 2008. One of the premises of spontaneous art is that it allows access to your subconscious and liberates you from inhibitions—you create images without concerns regarding conventions, aesthetics, composition, intention, content, and you are not governed by the constraints of a design assignment. (PG 40; CH 3) Also against leading competitors it has installed a rearview video system that allows you to view the back of the car while going in reverse. It also has a forward collision warning in case you might be getting too close to the vehicle or object in front of you, and lastly it has a lane departure warning in which if you drive off road it will let you know. We will treat the family as a whole. They are our main concern at Toyota and our responsibility. Our facilities will not be intimidating like others, we will include a comfortable environment for you and your family. One thing to notice as well, when you head over to the dealership with your family the kids always end up getting very impatient and bored. At Toyota we will solve this problem by having a room where the kids will be watched and they will be allowed to play. We also would have a small arcade room for those young adults.