Toyota : Lifestyle Communities
a Toyota that helps you live bigger…to get out and discover more of what you love
CONTEXT: There was a time when Toyota had fewer models and there were greater distinctions between them. But today, Toyota has a proliferation of models & initiatives needing support, which makes things complicated … There is not enough money to independently support each model and important initiatives. And, even if there was, the overlapping appeal of models makes it difficult to identify & deliver unique targets across 20+ models.
CHALLENGE: Toyota needs to attract new buyers to grow. But the brand’s equity in QDR (quality, durability, reliability) isn’t distinct enough to attract new drivers in today’s automotive landscape.
INSIGHT: The market for a feature is limited. But the market for something to believe in is infinite. - Simon Sinek
What if we could shift from marketing what we make … to marketing how people use what we make to do the things they love?
THE IDEA: In our new marketing structure, we are shifting from short-term, transactional relationships to long-term, values-based relationships. This means a shift from an individual model launch with a specific target to a lifestyle community-centric evergreen presence featuring a number of relevant vehicles.
“This is our first-ever trucks family campaign. These spots are meant to inspire and excite customers about Toyota’s truck lineup that’s specifically built and engineered to last.”
“Consumers are looking to connect with brands on a deeper level, and that makes it the perfect time for this initiative.”