CASE 2–3 CAMRY GOES INTERACTIVE TO ATTRACT BLACK

The Camry is by most accounts a success story. It has been Toyota’s best-selling
car for 9 out of the last 10 years. It consistently ranks high in quality by such
authorities as J.D. Power, and nearly 60 percent of consumers who reviewed the
Camry on Cars.com said they would recommend it to a friend. So what’s the
problem? Camry does not appeal to professional African American women. One
could point to income—except that college educated black women earn more
than college-educated white women. One could argue that African American
women just don’t like mid-sized sedans—except that they buy other mid-sized
competitors, such as the Nissan Altima, Honda Accord, and Dodge Avenger. The
real problem, Toyota is finding, is image.
According to Toyota’s ad agency:

To challenge these perceptions, Toyota tried a cutting edge interactive approach

called an “episodic interactive campaign.” The campaign was a $5 million
endeavor that included print, radio, and online media, with a primarily black
audience designed to get the target customer to go to its “If Looks Could Kill”
Web site. There, they found themselves embroiled in an urban, upscale, drama
mystery game with interactive Webisodes. The campaign lasted several months
during the summer of 2008. At the center of attention were two key elements.
First was Bianca, a young African American career woman in the fashion industry,
who becomes embroiled in a “world of espionage.” Second was the Toyota
Camry, which she drives in her ongoing adventures. The Camry’s Bluetooth
navigation and push-button start system were seamlessly integrated into the
ongoing drama. During the Webisodes, interactive features allowed viewers to
participate in the drama and help Bianca. Viewers could also register to win
prizes, view Bianca’s journal, and of course, view what Bianca is driving!
According to Toyota’s ad agency:

DISCUSSION QUESTIONS

1. There are three types of reference group influence—informational,

normative, and identification. Assuming Bianca is a representative for the
group consisting of successful, urban, professional African American
women, which type(s) of group influence do you see operating in this
campaign?
2. What are the primary core American values that this campaign is
attempting to tap into?
3. What values and aspirations does this campaign tap into relating to the
subgroups of professional women and professional African American
women?
4. Yankelovich described two African American segments, namely, Market
Leaders and Market Followers (Chapter 5). Which group do you think the
target market of professional African American women represents? Explain.
5. Does the target market of professional African American women fit the
message and media that Camry used in this campaign? Be specific in your
explanations for both message (what you thought the overall themes were)
and media (what types of media such as print and Internet) that were used
and how they fit the target audience.
 6. Beyond simply replacing a young white professional woman with one who
is black, is this campaign at its core truly tapping into the unique cultural
aspects of African American women? Explain.
7. Why do you think Camry chose to try to change perceptions of their car
rather than changing the car itself?
8. Do you think this campaign succeeded in changing the perceptions of
African American professional women? Explain. How might you have
altered your approach to have a stronger impact?

Source: C. Brodesser-akner, “Toyota,” Advertising Age, June 9, 2008, www.adage.com , accessed June
23, 2008; and general information from J.D. Power and Associates, www.jdpower.com , from Cars.com ,
and from www.iflookscouldkill.com, accessed June 23, 2008.