Larry H. Miller Toyota Spokane Integrated Campaign
How do you differentiate one Toyota Dealership from all of the others? Price won’t work—every single Toyota dealership has the same pricing and nearly identical offers. The challenge is to show that the dealership has a value beyond price. By digging a little deeper, we were able to learn that Larry H. Miller Downtown Toyota Spokane has a longstanding tradition of doing everything they can to please their customers. In other words, they want to make their customers “smile with satisfaction.”
We took that idea and ran with it, creating a full campaign featuring customers who simply can’t stop smiling after buying a new Toyota—even in situations where a wide grin is inappropriate. From TV to digital ads, the “Smile of Satisfaction” told the car buyers of Spokane that if they want lasting joy form a car-buying experience, they need to visit Downtown Toyota.
Client: Larry H. Miller Toyota Spokane | Agency: Saxton Horne Communications
Creative Direction: Kimball Carter | Copywriting: Kimball Carter, Ryan Croker
Video Direction: Abe Sloan and TJ Packer | Video Editing: Abe Sloan | Year: 2017
Video Direction: Abe Sloan and TJ Packer | Video Editing: Abe Sloan | Year: 2017
