M&C Saatchi KL appointed as lead creative agency for Toyota Vios launch

Kuala Lumpur, Malaysia – M&C Saatchi Kuala Lumpur has been appointed as the lead creative agency for the upcoming launch of the Toyota Vios 2023 car model in the country. The remit includes above-the-line (ABL) and below-the-line (BTL), digital, and experiential advertising.

The ‘Defy Expectations’ campaign for the Toyota Vois kicked off recently this March 20, with a media launch followed by film, print, digital and OOH presence.

Nisha Devina Roy, managing director of M&C Saatchi KL, said, “The Vios legacy meant we had to ‘defy expectations’ as the new agency in the Toyota roster. But truth be told, we were fuelled by the passion of the clients themselves. It was a truly collaborative partnership in every sense.”

Meanwhile, Nicky Lim, UMW Toyota General Manager of Marketing, commented, “M&C defied the brief and challenged us constructively. We expect our partners to continue to challenge us so that brand Toyota will be the eventual beneficiary. It’s the kind of proactive relationship we wanted.”

The new remit win comes on top of M&C Saatchi’s recent agency updates, including new additions to the management team and new offerings that led to a string of wins including Sime Darby Property, Hong Leong Bank and Sephora, to name a few.