Through the launch, Toyota aims to provide customers with a platform that consolidates its entire line of products and services. It also includes personalised rewards, servicing wishlists, and profile management tools.

The membership program reflects Toyota’s brand vision to create mobility and happiness for all. Members can get both short and long-term benefits, such as Ampol rewards and exclusive loyalty perks. 

As part of the partnership, R/GA led the strategy of the platform delivery and guided its brand design.

Michael Titshall, Asia-Pacific chief executive officer at R/GA, said, “Customer loyalty is no longer static; it evolves alongside advancements in tech and changing consumer behaviours. With Toyota Go, we’re not just reacting to these shifts – we’re anticipating them, ensuring we provide robust and future-proofed loyalty programs.”

Vin Naidoo, chief marketing officer at Toyota, said, “R/GA has enabled us to solve problems in ways our customers are excited about. Toyota Go aims not only to reward customer loyalty, but also to understand, meet, and exceed their expectations. This forward-thinking approach unlocks new opportunities across Toyota’s entire business value chain, services, and products.”

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