Lisa Materazzo of Toyota: With Greater Than our goal was to authentically connect with our target audiences in unique ways

Toyota’s new 2019 Corolla Hatchback national marketing campaign, titled “Greater Than”, promises a vehicle that enables drivers to live in the moment and experience life to the fullest. Greater Than features six 30-second spots created for TV and digital placements, as well as a mix of 15-second and 6-second spots. The fully-integrated campaign targets a transcultural audience with assets developed by three of Toyota’s agencies of record, including Saatchi & Saatchi, Conill and Intertrend Communications.“With this campaign, our goal was to authentically connect with our target audiences in unique ways” said Lisa Materazzo, VP vehicle marketing and communications, Toyota Motor North America. “We have created an assortment of intriguing executions that highlight the energy and excitement of creating new experiences and living life in the moment.”Conill – Anthem, directed by Albert Uria, celebrates that the individuality of the target through a minority is greater than majority juxtaposition