Case - CAMRY GOES INTERACTIVE TO ATTRACT BLACK WOMEN
Even in the face of recent recall issues, Camry is still one of the top-selling, top-rated sedans in the United States. The Camry earned the number two spot in a recent Cars.com "sedan shootout" contest, which involved a family of four, six automotive journalists, and three day road trip. Roughly 80 percent of consumers who reviewed the Camry on Cars.com would recommend it to a friend, and 2011 sales data show the Camry to be the top-selling sedan in the United States. So what's the problem? Research shows that 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 midsized sedans except that they buy other midsized vehicles from competitors, such as Nissan Altima, Honda Accord, and Dodge Avenger. The real problem, Toyota is finding, is image. According to Toyota's ad agency:
Here's a nameplate that's ubiquitous. But for an African American woman, it's not even in her consideration set. Our preliminary testing found they think of it as suburban, not urban; as solid but boring. And for this woman, she doesn't see herself as boring.
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 too go to its "If Looks Could Kill" website. There, potential customers found themselves embroiled in urban, upscale, drama mystery game with interactive webisodes. The campaign launched several years ago and lasted several months during the summer. 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:
The game...is designed to target exactly those professional black women between 25 and 40 who earn at least $70,000 a year-the same group that had previously written off the car as a suburban yawn. No one has ever targeted African American women like this.
Despite these efforts on the promotional side, an expert review of the 2011 Camry on Cars.com suggests that the "solid but boring suburban" description still fits the Camry fairly well. David Thomas of Cars.com writes:
It's a terrific option for commuters or anyone else looking for a pleasant ride they don't have to think too much about. It's not thrilling, but it's as solid a car as you can buy.
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. In Chapter 5, we describe 11 African American market segments identified by Yankelovich. Which group or groups do you think the target market of professional African American women best represents? Explain.
5. Does the target market of professional African American women fit the message and media that Camry used in this campaign?
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 officials 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 you approach to have a stronger impact?