Agency: Saatchi & Saatchi
Client: Toyota
Role: Concept
CW: Alexis Johnson
CD: Annie Elliott

the CHALLENGE

The minivan has a perception problem, and the stigma has been hurting sales for years. Parents love them, they just don’t want to be seen in them. So when Kylie Kelce announced she would need a bigger car for her 4th child, we saw our opportunity.

Win her over with our Sienna and turn all her followers to see that Minivans are actually awesome.

The solution

We asked Kylie to test the minivan and do what she does best. Being honest.

the outcome

Toyota's Most Viewed Reel Ever:
11.8M Views
500K+ Engagements
58K+ Clicks
$5M in Earned Media
5,200 new followers across Toyota's Instagram and TikTok
‍And a 35% increase in Toyota Sienna sales

Dallas ADDYs:
GOLD Film, Video, & Sound: Branded Content & Entertainment – Non-Broadcast
SILVER Online/Interactive: Social Media: Single Execution