THE AD PEOPLE ASKED FOR

Background: Toyota set off to launch the Toyota Crown and were foraying into a new audience of Toyota purchasers. This was Toyota's most elevated model, a premium vehicle, and the target was an affluent, highly-educated demographic. These people are especially media-savvy, notorious for avoiding ads. So in order to target them, we needed to be highly strategic. We reached them by targeting a platform where they already are: Wordle. Furthermore, we got our audience to commit the product to memory by actively writing it down.

Problem: While the past few years have been incredible for car launches, how do we break through the clutter and get our target demographic (notorious for avoiding ads) to pay attention to our car launch, the Toyota Crown?

Cultural Insight: Wordle is a cultural phenomenon. It's a game with a cult-like following where users have 6 tries to guess a 5-letter word of the day. One major issue many users have with the game is that there is famously only one Wordle per day.

Audience Insight: Our target may be ad-avoidant, but there’s one thing they not only do every single day, they cant get enough of: Wordle

Idea: Instead of trying to find new ways in to reach this demographic, we met users where they already are. We partnered with Wordle to give them the very thing they kept asking for: a second Wordle

Results: Not only did they interact with our ad, we got them to commit it to memory by asking them to spell out our vehicle name: CROWN. This way, they’ll never forget the brand that gave them their first-ever second Wordle.

+14MM impressions

63% Completion Rate

97% Won the Game