Toyota announced it’s launching a campaign to urge drivers to take an hour to get their car airbag repaired.
The multi-channel ad campaign is slated to drive awareness around the 2016 reveal of the Takata airbag inflator recall and is launching in three priority markets: Los Angeles, Miami and Dallas. The “In about an hour” campaign emphasizes that airbag repairs are easy, fast and more importantly, free.
While 19 manufacturers and tens of millions of vehicles are involved in the Takata recall in the U.S., Toyota is focusing its marketing where a hot, humid climate poses a greater risk for Takata airbag inflators to rupture when the airbag deploys, causing potentially serious injuries or even death.
Each repair takes “about an hour,” but only one will “save your life,” the campaign slogan asserts. “It’s an easy choice,” the ad continues, “but millions of people still haven’t brought their affected vehicles in for a fast, free repair.”
Why it’s hot:
Toyota’s taking it a step further to get their drivers in the door for airbag repairs, by emphasizing the risk of serious injury with fast call to actions and assertive messages. By extending with a cross channel campaign including social media, you’re ultimately reaching a passive audience that might not be in the relevant mindset of getting something fixed on their car. It’s straight and to the point.