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Consumers Invited To Participate In Designing New Toyota Technology

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On: Mon, Nov 29, 2010 at 10:20AM | By: Sherry Christiansen


Consumers Invited To Participate In Designing New Toyota Technology

Toyota Motor Co., USA, Inc. announced its new brand campaign, “Ideas for Good,” a unique initiative centered on what the company has been doing for many years—designing new automotive technology with the goal to benefit society in the non-automotive realm. The campaign invites consumers to share their own ideas to improve quality of life beyond the automotive world.

The “Ideas for Good” initiative asks consumers to propose new possibilities for Toyota technologies, and share ideas on how to find new, non-automotive applications for five distinct Toyota technologies that will benefit society.

Submissions will be accepted through February 28, 2011 and will be evaluated by independent judges. The winners of the challenge have the opportunity to bring their ideas to life by participating in a design session. The initiative will be supported by an advertising campaign highlighting the unique ways Toyota technology has been utilized in the past to improve other areas of life.

According to Bill Fay, group VP of marketing for Toyota Motor Sales: “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.” Fay also stated: “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.’”

One example of Toyota’s innovative technology was developed at Wake Forest University Baptist Medical Center in Winston-Salem, N.C., utilizing Toyota’s Total Human Model for Safety (THUMS) software to study head injuries sustained by football players.

The THUMS program, originally developed to simulate vehicle crash-related injuries, was shared with Wake Forest to allow researchers to replicate the effect of head injuries and study how impact to the head 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.

Saatchi & Saatchi LA, Toyota’s advertising agency, has created a marketing campaign to further demonstrate Toyota’s commitment towards innovative improvement. The campaign utilizes broadcast, print, and online media 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. Consumers can share their ideas on the “Ideas for Good” consumer challenge site for a chance to make them a reality.

“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 view the TV commercials, visit the Toyota USA YouTube channel at www.youtube.com/toyota.

Consumers can learn about Toyota’s technologies and how to share their ideas at www.toyota.com/ideasforgood.


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