A campaign has rolled out to showcase how the brand has powered memories and milestones for millions worldwide
Toyota has rolled out the Corolla 50th Anniversary campaign, a year-long effort showcasing how the brand and best-selling variant has powered memories, milestones, and moments for millions worldwide across its long history. Supporting the push is the debut of automaker’s latest version from the collection.
The vehicle has been upgraded to include a refreshed look and new features which include the marque’s Safety Sense-P technology and a standard back-up camera across all models. In conjunction with said celebrations, it has inked partnerships with actresses Gina Rodriguez and Hannah Simone.
With the former having driven cross-country to follow her dreams and the latter having learnt to drive using her father’s Corolla, the collaboration saw both celebrities share their fun memories and personal adventures from years past to commemorate their individual brand experience.
Each has delivered humorous stories via a tie-up with BuzzFeed to encourage other drivers to do the same using the hashtag #Corolla50. Their videos and supporting content will be featured across a website dedicated to celebrating the line’s rich heritage and extensive presence on the road.
The aforementioned digital component entails driver stories and user-generated content. The channel also features a sweepstakes with the opportunity to win a 2017 Corolla. Another influential voice who began his career with the car was Akio Toyoda, President of Toyota Motor Corporation.
Corolla’s influence on Toyota is a result of its global reach and scale. From its start in 1966, the automotive giant planned to build 30,000 Corollas per month when at the time monthly production was only 50,000 vehicles in total. However, the selection was an instant hit.
Its success in the United States helped global sales reach one million only four years into its launch, and by 1970, Corolla was already the second best-selling import in the country. Today, approximately 1.5 million units are sold globally each year.
Workers around the world assemble Corollas at 16 plants worldwide, including at Toyota’s plants in Blue Springs, Mississippi, and in Cambridge, Ontario, Canada. Fans can see representations from all 11 generations and create #Corolla50 stories to share via the same dedicated microsite.
