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Toyota Highlights Innovative Design And Performance In New Crown Family Campaign Launch
The launch of Toyota's latest marketing campaign, "Stand Out in Every Sense," showcases the 2025 Toyota Crown Family. This campaign highlights the blend of innovative design, modern technology, and high-end performance that defines the Crown Family. The all-hybrid lineup promises a driving experience that captivates and elevates everyday journeys.
The Toyota Crown Family combines power with fuel efficiency, featuring intuitive interiors and sleek exteriors. Mike Tripp, group vice president of Toyota Marketing, stated, "This campaign seamlessly captures the elevated experience that our customers can expect from the Toyota Crown Family, including the first-ever Toyota Crown Signia."
Saatchi & Saatchi crafted several short spots for this campaign. These include 6-second and 15-second NLV spots like "Power Play," "Room to Be Alone," and "With a View." Additionally, there is a 30-second and 15-second CTV spot titled "Tango," directed by Jaron Albertin from SMUGGLER.
In "Tango," two Toyota Crowns meet at an intersection. The drivers exchange glances, leading to a scene where the city fades into a desert landscape. Here, the vehicles perform a synchronized dance before returning to their original setting.
"Power Play" features the Toyota Crown models at a busy intersection. As drivers exchange looks, they explore an empty cityscape, showcasing their cars' performance. In "Room to Be Alone," a couple enjoys solitude in a park behind their Crown Signia as it transforms into a serene meadow.
"With a View" begins with a Crown driving through city streets. The scene transitions to rolling hills as sunlight reflects off its exterior. This suggests the comfort and style of driving the Toyota Crown.
Media Integration
The campaign spans across various media platforms such as CTV, digital content, digital video, paid social media, programmatic ads, streaming audio, and experiential marketing. Digital partners include Dotdash meredith, INSIDER, mindbodygreen, the Skimm, MAX, Peacock, and Yahoo.
Audio partnerships feature iHeartMedia and VOXMedia among others. Social media placements cover LinkedIn, Meta platforms like Facebook and Instagram, Pinterest, Reddit, Snapchat, and TikTok.
Toyota Crown Models
The 2025 Toyota Crown Family includes two models: the innovative sedan and the elegant Signia crossover SUV. The sedan offers three grades—XLE, Limited, and Platinum—with hybrid powertrains like Hybrid MAX or HEV System.
The Hybrid MAX delivers 340 horsepower with an EPA-estimated 30 MPG combined rating. Meanwhile, HEV provides 236 horsepower with an estimated 41 MPG combined rating on XLE grade.
Crown Signia Features
The first-ever Toyota Crown Signia stands out with its stylish design and spacious interior. Available in XLE and Limited grades with standard electronic on-demand All Wheel Drive (AWD), it achieves an EPA-estimated combined 38 MPG rating while delivering 240 horsepower.
The starting MSRP for the Crown Signia XLE is $43,590 excluding fees. Prices are subject to change over time.
Toyota's Commitment
Toyota has been integral to North America's cultural landscape for over 65 years. It employs more than 63,000 people across North America who contribute to designing nearly 47 million vehicles at its manufacturing plants.
By 2025, Toyota will open its thirteenth plant in North Carolina dedicated to producing automotive batteries for electrified vehicles. Currently offering over 30 electrified options globally under its brands like Lexus alongside traditional models.
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