Vogue and Toyota's 'Arrive in Style' Lets Teens Steer

By: Paul Maccarone - Published: Sep 12, 2013 • References: arriveinstyle.teenvogue & dmnews
The 'Arrive in Style' campaign from Teen Vogue and Toyota aims to promote awareness about the dangers of driving. Specifically targeted at teenage girls, the campaign's main message is about the dangers of distractions while driving. The campaign promotes interaction by having participants take pictures of themselves "air driving."

The first part of the process aims to have teenage girls and their mothers sign the Toyota mutual agreement, which promotes the message, "be safe, be fabulous, and always arrive in style." Only after pledging can a photo be uploaded to the microsite that was created for the campaign. Once both of those actions are completed, entrants have a chance to win a shopping spree and Teen Vogue photoshoot in New York.

This kind of campaign is a great way to promote awareness for a good social cause, as well as create positive brand associations for both Teen Vogue and Toyota. Stats for Photoshoot-Focused Driving Campaigns Trending: Older & Warm
Research: 1,995 clicks in 140 w
Interest: 0.6 minutes
Concept: Arrive In Style
Related: 92 examples / 71 photos
Segment: Females, 12-35
Comparison Set: 34 similar articles, including: danger-evading campaigns, bohemian coastal campaigns, and hatefully patriotic ads.