2015 Toyota Camry Launch campaign wins Outstanding Website Award
Outsell with agency partner Saatchi & Saatchi was presented with a 2015 WebAward from the Web Marketing Association. Outsell and Saatchi & Saatchi’s 2015 Toyota Camry Launch campaign won Outstanding Website in the Automobile category.
The Web Marketing Association announced the winners of its 19th annual WebAward Competition for website development on September 2, 2015. More than 1,500 entries from 40 countries were adjudicated in 96 industry categories during this year’s competition. Entries were judged on design, copywriting, innovation, content, interactivity, navigation, and use of technology. A complete list of the winning sites can be found at the WebAward website at www.webaward.org.
“I want to thank the Web Marketing Association for recognizing the creative work from Outsell and Saatchi & Saatchi,” said Michael Wethington, CEO of Outsell. “I also want to recognize the teams that produced an innovative and engaging media campaign that helped Toyota North America successfully launch the 2015 Camry. The results verify the power of a well crafted, analytically driven campaign with an innovative microsite that increased vehicle sales and consumer interaction.”
“This year we received an impressive amount of entries from around the world that showcased the latest in web design and online marketing. We would like to congratulate Outsell and Saatchi & Saatchi on their first WebAward,” said William Rice, President of the Web Marketing Association.”
2015 Toyota Camry Launch
Outsell and Saatchi & Saatchi developed an integrated media campaign to help Toyota dealers sell down the 2014 Camry inventory before the 2015 models arrived on dealer lots. The campaign kicked off by connecting to 207 dealer databases nationwide to send dealer-branded campaigns via email, which led them to the microsite, using sophisticated data-driven behavioral targeting in order to find potential Camry buyers. The creative took the prospect on a journey of lifelike emotions from courtship to relationship. A seamless Parallax website experience used edgy language with bold colors that vividly demonstrated Camry’s bells and whistles.
Each phase, from sell-down to post-launch, generated unprecedented level of consumer engagement. 150,000 people nationwide interacted with the campaign, and 11,600 of these people clicked to “Schedule Test Drive.” Most importantly, consumers who interacted with this campaign generated approximately $21,277,537 in Camry sales revenue for participating dealers.*
To view examples of the award-winning campaign, please visit: http://www.outsellauto.com/files/saatchi/CamryAward2015/
*To calculate linked sales revenue, we looked at individuals who interacted with the campaign and subsequently purchased a new Camry from a participating dealer. Revenue was calculated based on price paid to dealer for each Camry sale.
About the Web Marketing Association
The Web Marketing Association is working to create a high standard of excellence for website development and marketing on the Internet. Staffed by volunteers, it is made up of Internet marketing, advertising, PR and design professionals who share an interest in improving the quality of website development and marketing on the Internet.
Since 1997, the Web Marketing Association’s annual WebAward, Internet Advertising Competition and MobileWebAward award programs have been helping interactive professionals promote themselves, their companies, and their best work to the outside world. Now in its 19th year, the WebAward Competition has become the premier award event for Web developers and marketers worldwide.