Toyota's 'Mas Que Un Auto' Campaign Takes Personalization to a Whole New Level

Conill's Hispanic Campaign Namechecks Owners' Beloved Cars

Published on Mar 25, 2015

Editor's Pick

Last fall, to celebrate its tenth year as the most beloved car brands among Hispanic consumers, Toyota decided to show some love back to its fans with this endearing campaign built on a special insight. There's a custom among Hispanic families to name their cars, just as they would name a loved one. So Toyota and Conill launched "Mas Que Un Auto," a campaign that gave Toyota owners custom nameplates bearing the names of their vehicles. Drives simply have to go to, where they can input their cars' names, and about a week later, they'll receive a shiny badge -- in the very same typeface as that of official Toyota branding -- bearing their vehicle's moniker.

"For Latinos, getting to buy a car is historically something that involves a lot of struggle," Conill Chief Creative Office Javier Campopiano told Ad Age. "Once you get to the U.S., it's different because it's easy to buy a car here, but we have that background in our DNA. So we love our cars in a special way -- we feel they are part of the family. It sounds a little bit strange and funny, but it's the truth for us."

The campaign was launched last fall but has been so popular the automaker has kept in going. Jack Hollis, Group VP-Toyota Marketing told Ad Age the brand originally expected about 25,000 badge orders in the first two months but ultimately received 50,000. To date, Toyota has received about 100,000 orders.

The campaign has generated a number of compelling owner stories -- including one family who named their car after a late niece, to another group who have turned the badges into a platform for supporting research for Cystic Fibrosis. Conill will be producing some of those stories for for social media. Toyota also just took the campaign up a notch and is now asking consumers to imagine what an ad featuring their car would look like. Toyota and Conill will produce the best idea as a real broadcast spot later this year.

Read more about the "Mas Que Un Auto" campaign on

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Mar 25, 2015
Chief Creative Officer:
Javier Campopiano
Hernan Cerdeiro
Diego Yurkievich
Mario Granatur
Group Creative Director:
Veronica Elizondo
Associate Creative Director:
Martin Donovan
Marcela Angeles
Art Director:
Grace Espejel
VP Director of Integrated Production::
Rodrigo Vargas
Digital Production:
Miguel de la Lama
Project Management:
Genie Lara
VP, Social Media Director:
Andy Nelson
Lourdes Caballero
Krysta Rosales
Melanie Case
In-House Editor:
Lourdes Rebora
In-House Editor:
Carlos Montoya
EVP, Managing Director:
Ana Rodriguez
VP, Client Services Director:
Cilmara Santos
Group Account Director:
Anabel Ordonez
Alberto Rosado
Cinthia Costa
Carolina Montenegro
Product Specialist:
Ruben Sierra
Events & Promotions:
Elizabeth Sanchez
Events & Promotions:
Kate Noble
Sports & Entertainment:
Sujei Sierra
Sports & Entertainment:
Maria Grosso

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