Tag: Toyota

Australia – Toyota has launched the customer platform and loyalty program ‘Toyota Go’ with creative innovation studio R/GA Australia to boost customer engagement.

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.”

Singapore – Toyota Motor Asia Pacific has appointed Virtue APAC, a creative agency powered by VICE, to create its regional integrated brand campaign titled ‘Move Your World’ for its Asia market.

Virtue APAC will spearhead and manage the strategy, creative, production, and distribution of the campaign, which will cover launch activation, regional brand assets, and a cultural programme centred on social, content, and communities.

The creative agency received the mandate after a competitive four-way pitch. The campaign for Toyota will become the newest addition to the agency’s global and regional work for clients like The Coca-Cola Company, Diageo, and Shiseido across offices in Singapore and India.

Toyota’s ‘Move Your World’ regional brand campaign is expected to launch by the first half of 2024 across the Asia markets.

Virtue APAC’s appointment comes as the multinational automotive company embarks on a brand transformation journey to become more than just a car company but a modern and progressive mobility platform of the future.

Jaja Ishibashi, general manager at Toyota Motor Asia Pacific, said, “Toyota is moving towards becoming a mobility company that provides cutting-edge solutions for transportation in the future with the use of technology. As part of that, we want to also be able to establish a brand that is associated with movement, excitement, and experiences that are relevant to both the present and the future. Virtue APAC was appointed because of their aptitude at navigating and positioning businesses inside culture, offering a novel and forward-thinking perspective that is aligned with our own.”

Lesley John, managing director at Virtue APAC, also shared, “Asia is the most dynamic and optimistic region in the world, and Virtue is honoured to have been entrusted to share Toyota’s ‘Move Your World’ story, drawing on our extensive capabilities to help brands find an authentic role and voice at the epicentre of culture, to position Toyota for future success with audiences across the region.”

Sydney, Australia – Toyota Australia has recently launched their new campaign for the Toyota HiLux, showcasing how HiLux owners have a special place in their hearts for their ute, an unbreakable connection that has been built for over 50 years. 

Made possible with Saatchi & Saatchi, Toyota Australia’s campaign features a film centred around a separated couple sharing a love for their HiLux, which eventually brings them back together. 

Specifically, the film starts with the couple legally separating but takes shared custody of their beloved HiLux and takes turns driving it, until it makes them reminisce their memories together, getting back their bond as a couple. 

Talking about the campaign, Vin Naidoo, chief marketing officer of Toyota Australia, said, “We know that Australia has a special relationship – an unbreakable connection, you could say, with the Toyota Hilux, built up over 50 years and is certainly one we are very proud of.”

Meanwhile, Steve Cochran, chief creative officer of Saatchi & Saatchi, added, “There’s a hugely strong legacy of work for HiLux in Australia. The opportunity to continue that is both a privilege and a kind of responsibility. We certainly hope the country thinks we’ve done that legacy proud with this fun new iteration.”

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.

Australia —Toyota in Australia has announced the appointment of Toyota veteran Vin Naidoo as its new chief marketing officer. Naidoo ascends from his general manager role in the automotive company which he held since 2020 leading the APAC leg.

Naidoo joined Toyota Australia in 2002 after graduating from Melbourne University as a mechanical engineering major. Naidoo assumed various positions at Toyota since then, and now brings an extensive experience in after-sales, product planning, national fleet and national sales, as well as regional operations. From 2013 to 2020, he was the head of sales of Toyota’s luxury vehicle brand Lexus in Australia.

Naidoo commented that his focus as new CMO will be to articulate Toyota’s compelling vision as a mobility company, connecting everyone “with the freedom to move and be moved.”

“This will require even deeper collaboration across all parts of our business as we navigate the once-in-a-century transformations occurring simultaneously in connectivity, autonomy, sharing and electrification. We will communicate the unique benefits to customers of Toyota’s industry-leading vehicles and services. We will also build on our success by accelerating innovation in the spirit of continuous improvement, which is a cornerstone of our company culture,” he said.

Naidoo replaces John Pappas who has been promoted to chief executive at Lexus Australia.