Toyota inspires wonder in latest brand campaign – Marketing Communication News


Toyota believes that life is greater when you seek adventure, when you “go places”, when you never settle. But because driving can be an important part of all sorts of life events, these “places” can be so much more than a physical area. This is the idea behind Toyota’s new brand campaign, “Never Settle”.

Launching on Monday, October 3 and running through February 2023, the brand’s campaign celebrates special moments across chapters in drivers’ lives. The campaign features seven broadcast ads developed using Toyota’s longstanding Total Toyota (T²) marketing model, with full consideration of mainstream cross-cultural audiences across America. This cohesive marketing approach, which includes multicultural marketing and the total market model, provides audiences with the qualities that make Toyota the brand it is today.

“We’ve created varying degrees of branding work in the past that has helped familiarize Toyota,” says Lisa Materazzo, Group Vice President, Toyota Marketing, Toyota Motor North America. “But this is the first time we’ve created a campaign of this scale and type that draws on the dedicated work of our four advertising agencies.”

The “A New World” commercial, for example, tells the story of a couple returning from the hospital after having a baby. Mother and baby are in the back seat of a Toyota Sienna while father drives and enjoys the busy world – full of opportunities – around them. The people featured in the spot are real family, not actors, so the story feels authentic to the campaign message.

Adventures around every corner

While Toyota aims to encourage others to pursue their dreams – to “go places” – the creative campaign challenges people to think differently about the slogan. Sometimes it’s about the physical destination and the journey.

“Not Yet” captures the determination and collective spirit that takes this specific group ever further, illustrating how Latinos push forward and never give up on their goals. The social media portion of “Not Yet” features a diverse group of influencers, including Katya Echezarreta, a real-life engineer and the first Mexican-born woman to travel in space, who share their inspiring stories of perseverance and determination with Latinos to encourage them to keep moving forward because together they can go further.

“Training Wheels” follows a young boy through his teenage years as he learns to ride a bike, swim and fly an airplane. Along the way, he is encouraged by other pioneers in his community to be fearless and try new things. In the end, we saw him win his own prize.

“Most Toyota campaigns are vehicle-focused, highlighting the attributes of each vehicle,” says Materazzo. “This brand campaign is designed to complement our vehicle-specific advertising with storytelling that represents our brand beliefs and identity.”

For example, the Toyota Highlander is featured in the opening scene of “Move to Your Own Beat”, but a young woman starting a new journey is the main focus of the spot. The woman is first seen in a lab coat, loading a box containing a stethoscope into the trunk of her car. Then she is in a dance studio where she learns traditional Indian dances, moving forward despite the injuries she suffered in training. Finally, she performs in an elegant dance studio, not just in a solo performance, but with a group of grateful students seen dancing alongside her and acknowledging her accomplishment.

Life in a few moments

“Never Settle” isn’t Toyota’s first brand campaign, but it’s the first of this scale and structure. The fully integrated T² campaign will span primetime and sports TV programming, cinema, digital video, digital content and paid social media.

A brand campaign helps remind people of the important qualities and values ​​that underpin the Toyota brand. This is a far-reaching campaign intended to rekindle enthusiasm among current Toyota fans and use special moments to establish a positive and meaningful connection with those who are not yet part of the Toyota family.

“These special moments are authentic, memorable, relatable, emotional, exciting and unmistakably Toyota,” says Materazzo.

Source: Toyota


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