Toyota to Serenade Hispanic Moms for Mother’s Day
Flowers, Brunch and Virtual Serenades Among Ways to Show Mom the Love
May 07, 2013
TORRANCE, Calif. (May 7, 2013) – Flowers, jewelry, brunch and cards are usually par for the course on Mother’s Day. Today, Toyota shared a new way for Hispanic families to show their love and affection for moms everywhere, through a social effort dubbed “Serenata para Mamá” (Serenade a Mom). The initiative, a first-of-its-kind effort, delivers a virtual, personalized e-video serenade and will be hosted on Facebook Toyota Latino
, from May 7 - 31.
"Mother’s Day is an emotional day of celebration and we wanted to give people in the Latino community a special way of showing moms their love,” said Monica Peterson, national manager of Toyota Social Media. “Our intention is to provide a unique social experience that will inspire genuine conversations with the Toyota brand and among our guests, while giving moms the admiration they deserve.”
When users visit http://www.singformymom.com
on mobile or desktop, they will see a video of the band Mariachi Monumental de America. Members of the band will begin calling out instructions for guests to “pick a song” and “give us a name.” Once the information is provided, the band will exit the frame and the singer will walk on and dedicate the song to the name that was entered. The band then re-enters the frame and begins playing the selected song. The videos can then be shared on Facebook, Twitter or via e-mail.
Mother’s Day Serenade will use the hashtag #paramamá and will be featured across all Toyota digital channels, including Toyota.com
, Toyota in Action
and Twitter Toyota Latino
influencer/blogger outreach program, as well as other Toyota USA channels. This social celebration of Mother’s Day was developed in collaboration with Conill, Toyota’s Hispanic marketing partner.
“We felt the serenade theme combined with social platforms struck the right chord between the world of today and Latino heritage,” said Conill Executive Creative Director Ross Ludwig. “It’s a great way of helping people express their feelings in an authentic way.”
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Toyota (NYSE:TM) established operations in the United States in 1957 and currently operates 10 manufacturing plants. There are more than 1,500 Toyota, Lexus and Scion dealerships in the United States, which sold more than 2 million vehicles in 2012. Toyota directly employs over 31,000 in the United States and its investment here is currently valued at more than$19.5 billion,including sales and manufacturing operations, research and development, financial services and design.Toyota's annual
purchasing of parts, materials, goods and services from U.S. suppliers totals over$27.5 billion.
For more information about Toyota, visit www.toyota.com
Conill is among the most highly awarded Latino agencies in the U.S. and is a four-time recipient of the prestigious American Association of Advertising Agencies’ O’Toole Multicultural Award. It was named Multicultural Agency of the Year by leading industry trade publication Advertising Age in 2010 and 2007. The agency’s roster of clients includes Aflac, Kraft, Procter & Gamble, Sony PlayStation, T-Mobile and Toyota Motor Sales.