Toyota's partnering with Teen Vogue for "Arrive in Style," a safe driving campaign for teen girls. The program aims to educate teen girls about the dangers of distracted driving, using print, digital and social media content. The 10-month partnership includes the microsite, a mobile site, digital advertising, social media outreach, and 13 pages in print. For the first time, Toyota is buying ad space in Teen Vogue.
The effort, part of Distracted Driving Awareness Month in April, was developed with Dentsu America. Starting with the May print edition of Teen Vogue, Toyota will run advertorials featuring tips and advice on different safe driving topics. The campaign also illustrates how teen girls' moms can influence driving behavior, with stories and online videos of Teen Vogue readers and their mothers talking about their commitment to driving safely.
An “Arrive in Style” online hub at teenvogue.com/arriveinstyle features Toyota’s Mutual Driving Agreement that mothers and daughters can e-sign and share via Facebook for a chance to win monthly prizes. The Facebook element also lets girls and their moms upload pictures showing them “air driving” for a chance to win a trip to New York City to be featured in the February 2014 issue of Teen Vogue.
“Arrive in Style’s” unique approach of involving mothers is based, in part, on the recent study by Toyota and the University of Michigan Transportation Research Institute (UMTRI), which found a significant correlation between teen and parent driving behaviors, suggesting that parents are a major influence on a teen’s driving habits.