Launching a Minivan is tough...
... soccer mom on being asked about buying a Minivan:

“I’d rather have my tubes tied, than drive a minivan”

— Soccer Mom

Why?
All Minivans are designed with the children in mind and are subsequently resoundingly dull from the outside. (Despite having a wonderland of cup-holders on the inside).

The Toyota Minivan, however, was designed by a Toyota race car designer.
From the sporty styling to the racing alloy rims, this Minivan gave us the idea that it was designed (in a wonderfully selfish way), to be all about the driver.
And you can see this in the way we portrayed the parents in our Sienna family.

“Impact:
145% jump in sales.”

— Brandchannel, Feb 3 2011

(in a declining category).
Sales fig comparisons: Nov 2009 compared to Nov 2010.

• 22+ Million Youtube Channel Views

• One of the most in-depth, integrated campaigns produced.

TV Mini Series

Introducing the parents:
TV: "Meet the parents"

TV: "Diaper Bag"

TV: "Time Out"

TV: "Play Date"

TV: "Car Wash"

YouTube Online Content Mini Series

ONLINE EPISODES:
We designed the TV to be the teasers to drive viewers online to an even broader and richer brand experience, where viewers would meet the family in a host of mini-webisodes which doubled as product Demo videos, on Youtube. This channel hosted 9 made-for-Youtube videos highlighting unique vehicle features.
Our Youtube-based campaign proved to be wildly successful with 22 Million+ views.

EPISODES: "Mommy likes I Spy"

EPISODES: "Daddy likes Bonding"

EPISODES: "Mommy likes rest"

EPISODES: "Mommy likes Deals"

Baby Bump! For realz!

Our mom character fell pregnant for real.
We embraced this, and shot new content to match her real-life condition:
EPISODES: "Peanut Butter & Pickles"

MORE SOCIAL MEDIA:
We created a Chromed Swagger Wagon logo to mail out to those fans and subscribers who asked for them. (Even today they're still being requested)

Using social media channels, we asked fans and subscribers to submit questions to our Sienna couple, and then we filmed the answers.
We used our Youtube Sienna site platform and the Google Moderator tool as a means to inform our FB fans and YT subscribers about changes, news and goings on in the Sienna family. For example the next video was to alert them to some hot new music tracks we were posting:

EPISODES: DROPPING THE NEW SINGLE
"Mommy Like Hot New Tracks"

Below are the hot new tracks we posted:

SWAGGY WAGON ♫

DA PARENT HOOD ♫

HOME IS WHERE THE SWAGGER IS ♫

Q&A with Mommy & Daddy
Using the Google Moderator tool, viewers submitted questions to Mom & Dad and we filmed and posted the responses. We had a ton of questions, we shot about 20 videos. Here are three of them:

Q&A: "Mommy & Daddy Like Healthy Relationships"

Q&A: "Mommy Like Accessorizing"

Q&A: "Mommy Like Good Genes"

PRODUCT DEV: SIENNA SWAGGER WAGON SUPREME

We also worked closely with the Toyota product team and custom vehicle manufacturers, B.A.D. Company to design and create the Toyota Sienna Swagger Wagon Supreme shown below.

It launched at SEMA, the biggest custom and accessory auto show in the world.

We used a question from Moderator to set it up:

and then posted the results on FB and YT: