One and Only - Kill 3 birds with 1 stone

OOH installationsWhen it comes to multiculture marketing, there are unified only when it becomes simple language translation.  In the case of Toyota's new "One and Only" Camry campaign, they are able to kill 3 different segment with 1 celebrity that is relevant for each market.  The story is that the main character, Min Ho Lee, wakes up with key to a car at a hospital which is very consistent with Korean drama story line so this premise is not a new concept here.  As he drives the car, his memory comes back and ultimately confronts his evil twin.

Riding the popularity of Korean Drama which has still gaining popularity in Asia, its a great way to reach Chinese, Vietnamese, and Koreans in US.  The story is interesting and wacky enough, the celebrity branding level is there with automobile especially with his new series, "City Hunter", where he drives lot and is action star, so this is a great way to take Camry from parent-dependable car positioning to action packed Asian 007 with lots of drama attached to it.  Asian Americans love drama and this may be the perfect ride for that.

The overall campaign includes TVC, billboards, and parking lot of heavily Asian American traffic zones such as malls and Asian grocery stores.  Getting various images and having the Camry positioned, this campaign got the right thinking.

Check out the website, www.toyota.com/oneandonly and see the drama that they are portraying.