Toyota launches microsite to support “Why Not?” campaign


Toyota and Dentsu America launched a microsite at to support Toyota’s "Why Not?" corporate ad campaign. The site will engage users by allowing them to submit their own innovations in six areas — safety, water, land, air, community, and energy — while learning about Toyota’s efforts in these same areas.

One person’s idea will be chosen as the winner in the "Why Not? Innovation Experience" and receive a week-long trip for a VIP tour of Toyota’s plant in Kentucky and the opportunity to meet with top innovators in New York City. Users have until March 31, 2009 to submit their innovative ideas.

"The goal in creating this ‘virtual world’ was to open a dialogue between Toyota and people across the country — while making it fun to use at the same time," said Mike Wilson, chief creative officer, Dentsu America. "Over time, the suggestions of users will ‘grow’ the landscape of the site."

"The response from people to the first year of the ‘Why Not?’ campaign has been very positive and highlighted the fact that Toyota shares many of the same core values as our audience," added Steve Sturm, group vice president of Toyota Motor North America. "This site gives us an opportunity to keep visitors informed about our progress in key areas while connecting the ideas of like-minded individuals. Some visitors will submit an idea, and others will incorporate a few tips into their own lives, but all will leave the site inspired."

The media plan, via Dentsu America for the "Why Not?" microsite will include digital ad banners on outlets including The New York Times, The Wall Street Journal, NPR, and Wired.