What Black Women Want: Toyota Espionage
Black women these days: they're just not buying enough Toyota Camrys. The car company's ad agency rep explains the problem: "[Black women] think of it as suburban, not urban; as solid but boring. And for this woman, she doesn't see herself as boring." Ha, you go girl! Well, ladies, Toyota likes to think of all of its customers as "sisters." And it knows just how to get you elusive African-American females to buy more of their boring suburban cars—with a crazy online fashion espionage game! Coincidentally, there's a black woman in it. And a Camry!
In the game, which makes its debut today, Bianca, a good-looking assistant designer at an urban fashion house, finds herself — and her new 2009 Camry — enmeshed in a world of espionage. A $5 million print, radio and online campaign that will run in media primarily consumed by African-American women aims to drive the target demographic to iflookscouldkill.com, a site where "fashion and espionage collide," said Susan Bonds, president of 42 Entertainment.
Naturally, Bianca's unwitting involvement in spy tradecraft will be assisted by Camry's onboard Bluetooth, navigation and push-button ignition system, all features that will be "seamlessly integrated" into the content, Ms. Bonds said.Why Camry hasn't caught on with African-American women is something of a mystery.
Probably not enough espionage!
