MGSP Targets Bilingual Latinos for Toyota

ATLANTA Machado/Garcia-Serra/Publicidad said it recently launched its latest work for Southeast Toyota Distributors that introduces young Hispanics to the new Toyota Scion models.

The Coral Gables, Fla., shop developed a television commercial and a radio ad that are airing on South Florida stations for the Deerfield Beach, Fla.-based car dealer group. This is the second installment of Southeast Toyota’s Spanish-language campaign that launched earlier this year, according to the shop.

“Muevete,” or “Move” in English, is a 30-second spot that features young adults performing to music the agency calls “reggateon.” The lyrics of the song are in Spanish and English, the shop said.

MGSP said that the ads are meant to appeal to young bilingual Hispanics and play off of the uniqueness of the Scion vehicles. The television spot was produced and shot in Miami. It is currently running on Univision, Telefutura, Mun2 and Fox Sports en Espanol.

The shop’s 60-second radio spot, also entitled “Muevete,” is airing during Spanish-language programming on stations such as WRTO, Salsa 98, WETA and ZETA 94.9.

Machado said that the campaign will run through the end of the year and will include grassroots promotions throughout South Florida. The Toyota Scion xA and xB models went on sale in South Florida and across the Southeast last month, the shop added. A new model, the Scion tC, will be introduced this June.

Campaign spending was not disclosed.