Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand

TOYOTA SIENNA—GLOBAL

When you think of minivans, the top-of-mind image is no doubt soccer moms wearing “mom jeans.” Indeed, this is the very image that may have led to the sharp decrease in minivan sales in recent years, as more and more families opt for SUVs that have a higher “cool” factor. Toyota understands this perception and is fighting it by positioning their minivan, Sienna, as the “Swagger Wagon.” They launched a campaign that introduced a fictitious couple in their 30s and their two children known as the Sienna family, rapping about the Swagger Wagon. The original commercial developed into a series of TV commercials and a dedicated YouTube channel with videos that feature the family. Many of the videos are not only about the vehicles; they also show interviews with the family discussing “life,” including how the couple met and the upcoming new addition to the family. The original video has received more than 10 million views and is available as an MP3 download or a ring tone at www.toyotaswaggerwagon.com.

The Facebook page acts more like the personal profile of Swagger Mom Rachel. It is filled with videos and photos of the family. In one video, Rachel encourages people to “like” the photos and make comments about her because it makes her feel pretty. However, Rachel is still somewhat humble and also wants to see the photos of her online friends and their families and encourages them to post pictures of them and their Swagger Wagon.

Toyota has created an online community ...