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.

2016 Toyota Highlander : A Best Friend You Can Rely On

A best friend you can rely on. Really. The highlander will never fail you, whether you need to pick up the kids and their friends from a party or school you will be the cool mom doing it. The sleek and elegant design of the highlander not only looks fancy IT IS FANCY. The many amenities serve a purpose for those driving the vehicle and those in the passenger seats. You can control the music from the back or the front seats, also there is a blu-ray entertainment system in the back seats for your passengers viewing pleasure. Learning about your client's business (general industry or sector and particular business, product, service, or organization) is paramount. Being a creative professional in advertising necessitates learning about each product, service, or cause under assignment. In a midsize or large agency, the account manager and client provide information to you. Most smart creatives do some digging themselves. The Internet, of course, has made information more accessible than ever. Develop an understanding of how best to conduct research, specifically where to look for and gather information. (PG 15; CH 2) The super hero mother needs to have everything she can rely on just a few steps away and in a nice clean space and that is what the Toyota Highlander offers. A critical component is learning about the audience—the targeted, specified group of people at whom you are aiming your message, design, and solution. The audience is the main group who would purchase this product, utilize this information or service, or patronize this entity or brand. (PG 15; CH 2) In this case it would be the family. The mom in the family who needs this vehicle by her side. It is something she can always depend on no matter the situation she is in. Also for the kids, when you do take those long roadtrips to the lake or camping you definitely need something that will assist you and make things easier for you in the long run. It is a family friendly car and it has something anyone in the family can enjoy. A thoughtful, clear brief can foster focused, critical thinking and lead to creative concept formulation. I have heard creative directors say that they have rewritten briefs so they provide clearer guidance for ideation. (PG 17; CH 2) Whats clear about the Toyota Highlander is that it is a product you can rely on no matter who you are or where you are. Implementation, in this final phase, solutions are deployed and put into effect. After a design assignment has ended, some clients and designers find debriefing useful. This involves reviewing the solution and its consequences. It is exceptionally useful to debrief, that is, to examine your finished assignment to figure out what went wrong and what went right. (PG 22; CH 2)

Week 7 EOC: Final Project Pitch

With fast times upon us, we all need something we can truly depend on. Imagine yourself after a long days work, then having a million and one things to do such as picking up the kids and friends from school, soccer practice, going to the grocery store, plus running a few errands on your own can get super exhausting. You don't really want to do all that looking like the boring mom do you? We have the car just for you. The 2016 Toyota Highlander not only is sleek and elegant in its design but also has a million and one features that will make everyone on the block envious. The capacity of the car alone can hold eight people. The trunk space opens up to add 3 extra seats if you're ever in a bind about fitting more people into your car, you will never have to worry. Not only do you have enough room for the entire neighborhood, the seats themselves are so comfortable by the end of the day you'll want to take a nap in the backseat. The safety features included will also make sure that you and your family is safe at all times even when the driver might not be. Kind of like a best friend looking out for you. It has sensors in the front and back of the car that can detect if the driving may be serving or going off road. It also makes sure that if you get too close to another car it will break before the unthinkable happens. So even if you are texting (which you should never do behind the wheel anyway) and do go off road even for a little this little guy will make sure you are safe at all times. Who wouldn't want a best friend like the 2016 Toyota Highlander?