All Auto Maker Focuses on Continuous Improvement with Innovative Technologies
TORRANCE, Calif., November 8, 2010 ? Toyota Motor Sales (TMS), USA,
Inc. today announced its new brand campaign, ?Ideas for Good,? a unique
initiative centered on what the company has been doing for many
years?repurposing its innovative automotive technology to benefit
society in the non-automotive space. The campaign builds upon Toyota?s
DNA of quality, reliability and durability, as well as its commitment to
innovation, by inviting consumers to share their own ideas to improve
quality of life beyond the automotive world.
An extension of Toyota?s enduring commitment towards continuous
improvement, the ?Ideas for Good? initiative empowers people to imagine
new possibilities for Toyota technologies. Beginning today, the public
is invited to share ideas on how to repurpose Toyota technology through
the ?Ideas for Good? program sponsored by Toyota. Consumers are
challenged to find new, non-automotive applications for five distinct
Toyota technologies to ultimately benefit society. The public can learn
about Toyota?s technologies and how to share their ideas at
www.toyota.com/ideasforgood.
Submissions--accepted November 8, 2010 through February 28,
2011--will be evaluated by independent judges, and the winners of the
challenge have the opportunity to bring their ideas to life by
participating in a design session. To inspire innovative new ideas, the
initiative will be supported by an advertising campaign highlighting the
unique ways Toyota technology has been repurposed, or could be
repurposed, to improve other areas of life.
?We?re sharing a side of Toyota that many are not aware of and
engaging the public in a way we?ve never done before,? said Bill Fay,
group vice president of marketing for TMS. ?We?re shining a light on
some of our revolutionary technologies, which have been used to improve
people?s quality of life, in order to encourage the public to help us
identify the next big ?idea for good.??
While Toyota?s innovations inside the car are well known, the
company has also developed technologies which transcend that boundary
and benefit people in other ways. For example, Wake Forest University
Baptist Medical Center in Winston-Salem, N.C., is utilizing Toyota?s
Total HUman Model for Safety (THUMS) software to study head injuries
sustained by football players. THUMS, originally developed to simulate
vehicle crash-related injuries, was shared with Wake Forest to allow
researchers to model head injuries and study how hits on the football
field can affect athletes. Wake Forest researchers hope the THUMS
software will help find ways to prevent and treat head injuries, and
create even safer football helmets. Recent concern with football-related
head injuries has further emphasized the importance of their study.
Similarly, when Yellowstone National Park set out to build a new
visitor education center, the vision of the design team was to meet the
U.S. Green Building Council?s (USGBC) environmentally responsible Silver
Leadership in Energy and Environmental Design (LEED) certification
standards. Toyota encouraged the park to set its goal higher after
hosting a tour of the Gold LEED campus headquarters in Torrance, Calif.
Toyota shared its environmental-building insights and technology with
the park?s architects. Toyota also donated $1 million to the Yellowstone
Park Foundation, completing the $15 million of private funding needed
to start the construction. In August, Yellowstone exceeded the Silver
goal, achieving a Gold LEED certification by the USGBC.
To support the initiative, Toyota?s advertising agency Saatchi
& Saatchi LA has created a marketing campaign to further demonstrate
Toyota?s commitment towards innovation and continuous improvement. The
campaign utilizes broadcast, print and online mediums to showcase five
Toyota technologies: Total HUman Model for Safety (THUMS), Hybrid
Synergy Drive® (HSD), Solar Powered Ventilation System, Touch Tracer
Display, and Advanced Parking Guidance System (APGS). The campaign will
direct people to an online hub at
www.toyota.com/ideasforgood.com,
where they can learn more about the technologies listed above.
Consumers can share their ideas on the ?Ideas for Good?
consumer-challenge site for a chance to make them a reality.
Additionally, they can view background information on the panel of
experts serving as consumer challenge judges: Joel Stitzel, Ph.D. of
Wake Forest University; Keith Grossman of WIRED Magazine; Grace
Hawthorne of Stanford University Design School; Jake Ward of Popular
Science and Josh Morenstein of fuseproject.
The online hub will also host case studies and videos that
highlight organizations leveraging Toyota technologies to improve
consumer experience and well being. These organizations include NASCAR,
Yellowstone National Park and Wake Forest University Baptist Medical
Center.
?As a leader in quality, Toyota is focused on innovating better
cars for a better quality of life,? said Fay. ?The campaign inspires new
thinking about what Toyota has already been doing for many years.
Ultimately, with consumers? help, we hope to inspire new ways that our
innovation can benefit society.?
To help inspire viewers? imaginations, the first of three TV
commercials features a real world application of THUMS technology used
by Wake Forest University Baptist Medical Center. The two future
commercials will show how Toyota?s Hybrid Synergy Drive and Solar
Powered Ventilation System technologies could be repurposed to benefit
the community and encourage participation in the ?Ideas for Good?
challenge. To view the TV commercials, visit the Toyota USA YouTube
channel at
www.youtube.com/toyota.
?Ideas for Good? Featured Technologies
Total HUman Model for Safety (THUMS) ? An advanced injury-simulation
software that measures more than the conventional crash test dummy can.
Hybrid Synergy Drive® (HSD) ? HSD converts braking energy into electricity. The hybrid system helps lower emissions while raising mpg.
Solar
Powered Ventilation System ? The Toyota Prius offers this system that
helps keep the interior air temperature near the outside ambient
temperature, when the vehicle is parked in direct sun.
Touch Tracer Display ? An advanced touch-activated
display system that allows drivers to control music, temperature and
other features from the steering wheel without taking their eyes off the
road. Touch Tracer is the first display system in the world to allow
steering wheel controls to read out on the instrument panel.
Advanced Parking Guidance System (APGS) ? Available
on the Toyota Prius, this system utilizes ultrasonic sensors in the
front and rear bumpers to detect open parking spaces and helps guide the
car into those spaces with only soft driver braking.
Learn more about these technologies at
www.toyota.com/ideasforgood.
About Toyota Motor Sales, U.S.A., Inc.
Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales,
distribution and customer service arm of Toyota, Lexus and Scion.
Established in 1957, TMS markets products and services through a network
of nearly 1,500 Toyota, Lexus and Scion dealers which sold more than
1.77 million vehicles in 2009. Toyota directly employs nearly 30,000
people in the U.S. and its investment here is currently valued at more
than $18 billion.
About Saatchi & Saatchi LA
Saatchi & Saatchi LA is a full-service agency with both traditional
and nontraditional capabilities, including media, creative, strategic
planning, 3-D asset creation, design and event marketing. The agency was
awarded a prestigious Gold Effie for its highly effective launch of the
Toyota Tundra full-size truck. Saatchi LA is agency of record for
Toyota Motor Sales, U.S.A., Inc., and it also serves Toyota Dealer
Associations and Toyota Financial Services. The L.A. office is the third
largest in the global network of ideas company Saatchi & Saatchi,
part of Publicis Groupe. For more information, go to
www.saatchila.com.
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