NEW YORK: Supported by RLM Finsbury, Toyota has launched the TeenDrive365 integrated marketing campaign to foster conversations about safe driving between teens and their parents.
“To date, this is the firm's largest advertising effort to address teen driving safety,” said Marjorie Schussel, head of corporate marketing for Toyota Motor North America. “But Toyota has been committed to teen safety for over a decade; this is part of a larger effort called Let's Go Places, where our consumers tell us their top priorities, and teen safety was one of the biggest.”
The TeenDrive365 initiative includes targeted media across traditional and online channels, including national radio, online video, display, mobile, and paid social advertising. Toyota will promote the program across its Facebook and Twitter pages.
“Content creation is becoming more important to us in the way we communicate, especially on this topic,” Schussel said.
The campaign's online resources and tools include information on safe-driving events; a quiz on Facebook to find out if teens or parents know more about road rules; and a video-making challenge with a prize of $15,000.
Toyota will also host national events for new drivers and their parents, featuring virtual reality driving simulators and parent-teen driving-education courses.
TeenDrive365 was inspired by a national study Toyota conducted with the University of Michigan Transportation Research Institute that found a correlation between how teens and their parents drive. It suggested that parents are the biggest influence on a teen's driving behavior. Toyota'a Collaborative Safety Research Center sponsored the study.