This Is Not A Toyota

Project Brief

McGeorge Toyota is the undisputed king of great service. They’ve won Toyota’s prestigious President’s Award for customer satisfaction 25 years in a row—one of only 4 dealerships out of 1,500 in the country to do so.

The Challenge

McGeorge, like all Toyota dealerships, lives in a locked-down and hyper-competitive car market that is designed to make sure consumers get the exact same product no matter which dealership they get it from. So how do you stand out when you sell the same product as everyone else?

The Solution

To shift the focus to the things that make them unique we did something no car dealership had ever done before. We told the world we didn’t sell cars.

Our Results

The results of the campaign showed a lift in every measured category. YOY results were: