FCB Joburg has pulled together a 360° campaign to communicate Toyota South Africa’s innovative cloud-based Internet-connected intelligence platform aimed at providing in-mobility WiFi connected services.
The campaign – created by Executive Creative Director Tian Van Den Heever; Designers Jonathan Wolberg, Janine Kleinschmidt and Tsholofelo Masiye; and Copywriter Paul Frade – comprises numerous elements including a 40-second TVC and two cut-downs, multiple executions for Toyota’s social and digital channels plus 4 10-second feature cut-downs and 5 6-second feature-based videos, and print.
The new platform, Toyota Connect, is housed within the MyToyota App which was launched in 2014. The technology provides Toyota owners with access to a myriad of Internet-connected services, including music and video streaming, battery health check, vehicle service bookings, fleet management alerts and driver rating capabilities.
It satisfies two key drivers of Toyota’s business today: Its desire to continually improve and offer the consumer a better and more seamless experience with the Toyota brand, and the fact that connectivity is fast becoming a consideration for selecting your model of choice when making a vehicle purchase.
As of September 2019, all new Toyota and Lexus models sold in South Africa come standard with in-car WiFi, including 15GB free data.
“As Toyota transitions from being an automotive to a mobility solutions organisation, it becomes imperative to collaborate with companies whose visions align with ours,” said General Manager Customer Services, Derek Kemp.
“The importance of telematics and telecommunications in tomorrow’s vehicles cannot be overstated. Consumers are increasingly becoming aware of how connected technologies can enhance their lives and our task as a forward-thinking organisation is to evolve in tandem with market expectations.”
The brief to FCB Joburg was to deliver a piece of content that best encapsulated the true spirit of the Toyota brand and communicated what the Toyota Connect experience offers. The team needed to find a simple yet catchy way of communicating a product that is actually quite complex with many features and aspects to it.
The solution was to put the messages to music but using real-life scenarios to visually unpack them in just a few seconds. It acquired the mechanical rights to My Sharona by the Knack, and wrote lyrics that talk to Toyota Connect’s features. The band singing the track ‘swoops in’ on three different scenes showing how the new platform enhances the Toyota driver’s life.
You can view the various campaign elements here:
Bumper ad 1 – wifi:
Bumper ad 2 – service booking:
Bumper ad 3 – GPS:
Bumper ad 4 – Roadside assistance:
Bumper ad 5 – Driver Score:
Bumper ad 6 – Battery health
Client: Toyota SA
Manager: CS Advertising and Promotions: Shaheed Goss
Senior Manager: Customer Services: Francois Streicher
GM: Customer Services Derek Kemp
Vice President: Customer Services: John Thomson
Creative agency: FCB Johannesburg
Executive Creative Director: Brett Morris
Excutive Business Director: Reagen Kok
Account Lead: Taryn Marais
Campaign Lead: Ayanda Masilela
Creative Director: Tian Van Den Heever
Copywriter: Paul Frade
Art Director: Jonathan Wolberg
Design: Jonathan Wolberg
Strategic planner: Stuart Simms
Media: Gwen Bezuidenhout and Langelihle Sithole
TV Producer: Nakita Bolus
Production house: FCB Joburg and Hungry Films
Post-production: Fuel Content