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MyToyota launches intelligence platform to keep Toyota drivers connected

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:

40-scond TVC: https://www.youtube.com/watch?v=MRBnp6b6PAg

30-second TVC: https://www.youtube.com/watch?v=LLQrfQulHVk

Bumper ad 1 – wifi: https://youtu.be/XaK1euBrAl0

Bumper ad 2 – service booking: https://youtu.be/w2Vul9oQ6Ps

Bumper ad 3 – GPS: https://youtu.be/hgy5pkOS64I

Bumper ad 4 – Roadside assistance: https://youtu.be/Duug_SliCYs

Bumper ad 5 – Driver Score: https://youtu.be/OcGw01zrnFI

Bumper ad 6 – Battery health https://youtu.be/URGm9joyjNA

Credits:

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

Director: Kofi

Post-production: Fuel Content

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Journalist at Amplifier
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