Vogue and Toyota's 'Arrive in Style' Lets Teens Steer
Paul Maccarone — September 12, 2013 — Social Good
References: arriveinstyle.teenvogue & dmnews
The 'Arrive in Style' campaign from Teen Vogue and Toyota aims to promote awareness about the dangers of driving. Specifically targeted at teenage girls, the campaign's main message is about the dangers of distractions while driving. The campaign promotes interaction by having participants take pictures of themselves "air driving."
The first part of the process aims to have teenage girls and their mothers sign the Toyota mutual agreement, which promotes the message, "be safe, be fabulous, and always arrive in style." Only after pledging can a photo be uploaded to the microsite that was created for the campaign. Once both of those actions are completed, entrants have a chance to win a shopping spree and Teen Vogue photoshoot in New York.
This kind of campaign is a great way to promote awareness for a good social cause, as well as create positive brand associations for both Teen Vogue and Toyota.
The first part of the process aims to have teenage girls and their mothers sign the Toyota mutual agreement, which promotes the message, "be safe, be fabulous, and always arrive in style." Only after pledging can a photo be uploaded to the microsite that was created for the campaign. Once both of those actions are completed, entrants have a chance to win a shopping spree and Teen Vogue photoshoot in New York.
This kind of campaign is a great way to promote awareness for a good social cause, as well as create positive brand associations for both Teen Vogue and Toyota.
Trend Themes
1. Photoshoot-focused Campaigns - Creating a social media-driven campaign that inspires users to share photos promoting social awareness has been proven to hold great potential for brands.
2. Interactive Road Safety Campaigns - Brands can create campaigns that promote road safety awareness and require participation, thereby inspiring positive behavior change and creating strong brand associations.
3. Personalized Sponsorship Campaigns - Collaboration between brands can be leveraged to bring mutual benefits while promoting a message of social responsibility and encouraging positive behavior in an audience demographic.
Industry Implications
1. Fashion Retail - Fashion retailers can collaborate with automotive brands to promote road safety awareness and encourage positive behavior to create strong brand associations.
2. Automotive - Automotive companies can work with fashion magazines to create compelling campaigns that promote road safety awareness, target new audience demographics, and create positive associations with their brand.
3. Digital Media - Digital media companies can work with both fashion and automotive brands to create campaigns that inspire social responsibility, positive behavior, and shareability specific to their online platforms.
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