Toyota Launches Teen Driving Campaign
Toyota, which has been doing teen safety programs and resources for a decade, has just launched its biggest such campaign to date under its “Let’s Go Places” brand campaign. Called TeenDrive365, the effort includes video content, online tools and advice, and national events about distracted driving. There is also a consumer content video competition dangling $15,000.
The campaign includes a new spot running on sites like Hulu and ABC.com, designed to drive parents to the new Web site. The ad creative shows rites of passage and mile markers on the road to adulthood up to the ending — the first time a teenager gets behind the wheel.
Via digital agency 360i, RLM Finsbury PR, and Grand Rapids, Mich.-based non-profit the PEERS Foundation, the effort includes a driving simulator experiential element that Toyota brought to the Los Angeles Auto Show, and was at TedYouth in New Orleans over the weekend, where the conference’s “iReporters” interviewed young participants about distractions and driving and then reported their findings on stage at the event.
The campaign is being supported by a national radio, online video, display, mobile and paid social advertising campaign, per Toyota, which says the effort will also be promoted across Toyota’s branded social communities, including on Facebook and Twitter.
The PEERS Foundation is proud to announce our partnership with Toyota and Toyota’s TEEN Drive 365 initiative
