Case Study: Toyota boosts holiday engagement and sales with PadSquad's voice-activated ad unit

How a voice-activated ad unit drove holiday goodwill and increased consideration for Toyota

Southern California Toyota Dealers partnered with PadSquad to cut through the noise of a crowded holiday advertising season and build goodwill while also driving consideration and purchase intent for the Toyota 2023 Tacoma. The challenge was to stand out in a sea of seasonal auto creative and connect with a regional audience in a memorable way.

PadSquad solved this with its first-of-its-kind voice-activated rich media unit, ColorSay, adapted for the auto category so users could say “Happy Holidays” to trigger the ad. The campaign generated more than 395,000 engagements, delivered nearly 5x benchmark engagement rates in San Diego, and helped the Tacoma become Toyota’s #2 selling model with a 4% sales increase in the San Diego market during the campaign period.

Toyota

John Papadopoulos

Partner, Head of Media