Toyota : Brand Campaign

adding depth to ‘Let’s Go Places’

CONTEXT: Toyota seized the moment of low inventories to focus on brand messaging, something they hadn’t done this since 2004. (Involved the four market-specific AOR agencies, all working off of the same master brief, adapting insights to create culturally resonant work.)

CHALLENGE: Toyotas are ubiquitous, but as such the brand doesn’t hold much meaning. We needed to move people from apathy to deep connection with the brand.

INSIGHT: Our world continues to shrink as technology expands - we settle for “seeing” something on our screens but we never really experience it. Humans are wired to seek, not settle. And when we do, we experience the sights, colors and sounds around us. When we move, it feeds our need to seek. It makes our lives bigger. Allowing us to create, connect, and leave our indelible marks.

CREATIVE: We added depth to the decade-old tag “Let’s Go Places” by celebrating Toyota’s belief that life is bigger when you never settle … when you seek out living, really living. In our campaign, we celebrate adventures big and small, wilderness and city, family and friends, and the forming of memories that stay with you forever. We remind people what makes them feel alive. To seek. To explore. To listen to that little voice in your head that tells you that there is more out there if you just look.

RESULTS: The work successfully boosted consumer’s perception of Toyota’s belief in never settling. And within just the first two months of the campaign, Toyota affinity grew beyond expectations (+7 Opinion and +2 Consideration against benchmark). Brand loyalists became even more passionate about the brand, as seen through dramatic improvement in brand attribute scores.

PRESS:

Forbes

AdAge

Media Post

Marketing Dive