Auckland - Known for its reliability, Toyota Camry has always been the rational, sensible choice in the sedan car market. But it's struggled to win the hearts of customers.
Toyota New Zealand General Manager of Marketing, Neeraj Lala suggests that the time was right for something a little different. "We're moving to a new approach that sees us in multi-dimensional conversations with our customers. The easy road would be to follow the traditional auto marketing approach. The Camry was built with a lot of feedback from customers, and it was only appropriate for marketing to follow suit. What does remain consistent is the emotional connection that the Toyota brand has with New Zealanders.
And when it came to the marketing for the range, Saatchi & Saatchi identified an emotive insight that continued this customer focus and an idea that unlocks a conversation."
Saatchi & Saatchi's Executive Creative Director Antonio Navas says "Over 80 percent of customers that are looking for a medium sized car are fleet or business customers. For these people getting the work/life balance right is hard. So the idea of a movement to inspire Camry drivers to become the true Executives of Life was born."
The idea has been phased to attract, engage, educate and then deliver genuine leads to the dealers. TV, press and digital banners invite people to view an interactive web film on Toyota's You Tube page that dramatises the challenge of work/life balance. At all points viewers can explore the vehicles rational benefits and take the next step to test drive or contact a dealer.
Link to app: www.youtube.com/toyotanz
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