Bob Daly presentation to the Automotive Analysts of New York Conference, Detroit, MI

January 14, 2009
Toyota WhyNot Microsite

Created by Dentsu America, Site Gives Users Opportunity to Share Ideas and Win a Trip to New York City and Kentucky

New York, NY (January 15, 2009) – Toyota and Dentsu America today launched a microsite at to support Toyota’s “Why Not?” corporate advertising campaign. The site will engage users by allowing them to submit their own innovations in six areas – safety, water, land, air, community, and energy – while learning about Toyota’s efforts in these same areas.

One person’s idea will be chosen as the winner in the “Why Not? Innovation Experience” and receive a week-long trip for a VIP tour of Toyota’s plant in Kentucky and the opportunity to meet with top innovators in New York City. Users have until March 31, 2009 to submit their innovative ideas.

"The goal in creating this ‘virtual world’ was to open a dialogue between Toyota and people across the country – while making it fun to use at the same time,” said Mike Wilson, chief creative officer, Dentsu America. “Over time, the suggestions of users will ‘grow’ the landscape of the site.”

“The response from people to the first year of the ‘Why Not?’ campaign has been very positive and highlighted the fact that Toyota shares many of the same core values as our audience,” added Steve Sturm, group vice president of Toyota Motor North America. “This site gives us an opportunity to keep visitors informed about our progress in key areas while connecting the ideas of like-minded individuals. Some visitors will submit an idea, and others will incorporate a few tips into their own lives, but all will leave the site inspired.”

The media plan developed by Dentsu America for the “Why Not?” microsite will include digital ad banners on outlets including The New York Times, The Wall Street Journal, NPR, and Wired.

About Toyota

Toyota (NYSE:TM) established operations in North America in 1957 and currently operates 14 manufacturing plants. There are more than 1,700 Toyota, Lexus and Scion dealerships in North America which sold more than 2.5 million vehicles in 2008. Toyota directly employs over 43,000 in North America and its investment here is currently valued at more than $21 billion, including sales and manufacturing operations, research and development, financial services and design. Toyota's annual purchasing of parts, materials, goods and services from North American suppliers totals more than $30 billion. According to a 2005 Center for Automotive Research study, Toyota, along with its dealers and suppliers, has generated nearly 400,000 U.S. jobs, including jobs created through spending by direct, dealer and suppliers employees. For more information about Toyota, visit

About Dentsu America

Dentsu America ( is the fastest growing agency in the U.S., according to Advertising Age’s "Agency Report 2008." The award-winning lead agency in North America of Dentsu, the world's largest advertising agency brand, more than doubled its revenue in 2007. With offices in New York and Los Angeles, Dentsu America is focused on future-forward thinking for such clients as Canon U.S.A., Toyota Motor North America, ExpressJet Airlines, Bandai Toys, Domaine Chandon and many others. ATTIK (, Dentsu America's San Francisco-based division, was acquired in October 2007. The award-winning creative brand-engineering agency captures the pulse of Gen-Y for such clients as BoostMobile, Scion, Coca-Cola and Adidas.

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