Toyota’s new platform highlights the three unique product offerings within the Corolla range, while challenging consumers to view the range in a new light. The campaign was created by FCB Joburg’s team of Executive Creative Director Tian van den Heever, Creative Director Julie Thorogood, Designer Heloise Byrne, Art Director Kursten Meyer and Copywriters Verona Meyer and Lucy Holford-Walker.
The campaign incorporates above-the-line, digital and social, Out-of-Home, print, radio and below-the-line elements. It kicks off with the launch of the Corolla Quest in March 2020, followed by the new Corolla sedan campaign in April 2020, and leading up to the Corolla Hatch campaign in the second half of the year. These campaigns all feature the day-to-day life of the Corolla assembly robots as they constantly work on enhancing the range.
The agency’s solution was to develop a platform with distinctive brand assets that can be executed in a myriad of ways across multiple channels, while still being relevant to each of the Toyota Corollas and its audiences.
The key characters contributing to the platform’s narrative are the manufacturing robots on the Corolla assembly line, that mimic day-to-day office banter and gossip – their voices provided by famous South African comedians – referencing the new Corollas’ features as they do so. Showcasing an animated version of the Corolla production plant, it was shot at Kyalami Grand Prix Circuit in Midrand. The TVC was directed by Dean Blumberg of Massif Media with post-production by Chocolate Tribe.
Toyota SA’s Senior Advertising Manager, Tasneem Lorgat, explained, ‘Introduced to the South African driver in 1966, the Toyota Corolla is entrenched in the nation’s psyche as a go-to sedan. Its key target market is moving up in life – ambitious and tenacious, they are aspirational and want their vehicles to reflect their upwardly mobile status.’