“Think Big” Toyota Highlander Hybrid Campaign by Patricia Mo

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COURSE: Journalism 345

MEDIUM: Casebook

The “Think Big” Toyota Highlander Hybrid Campaign was part of a semester-long class project that involved the key steps to a successful advertising campaign: market research, brand strategy, creative production, media buying, promotions and public relations.

Each step was assigned to a different student that altogether formed Slate Communications, a fictitious agency that used integrative approach in developing the campaign. This book compiles all steps of the process from research to rebranding of the product to the creative brief with ads and commercial spots, to the application in media.

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