Toyota highlights mobility services in new campaign

Toyota New Zealand has launched the next chapter of its Let’s Go Places brand platform in collaboration with Saatchi & Saatchi NZ, Spark Foundry NZ and Digitas NZ.

The campaign builds on the fact that one in four vehicles on New Zealand roads is a Toyota, suggesting that any intersection could double as a real-life advertisement for the brand.

The commercial depicts people at an intersection noticing so many Toyotas around them that they wonder if they are part of a film. Cameos from the Black Ferns, All Blacks and other local personalities feature in various Toyota models, from hybrid and electric vehicles such as the bZ4X to the Land Cruiser LC70. The spot also promotes Toyota’s broader mobility offerings, including Cityhop car-sharing, Ezi Car Rental, the hydrogen-powered Mirai, Toyota used cars and aftersales services.

Launched three years ago, the original Let’s Go Places campaign outlined Toyota’s vision for the future of mobility. This new phase focuses on progress made with New Zealanders in expanding access to a variety of transport solutions.

Susanne Hardy, assistant vice president, Toyota New Zealand: “Mobility is changing, as is the way people can access it. That’s why we are evolving from a car company into a mobility company for the future. We’re providing access to vehicles from various power-trains, in a number of ways. From hard working four-wheel drives to all electric cars, whether a customer is buying, leasing, renting or hiring by the week or the hour. Let’s Go Places 2.0 is about showcasing some of the many solutions we’re offering our customers and the role Toyota plays in connecting New Zealanders.”

Steve Cochran, CCO, Saatchi & Saatchi NZ: “Showcasing every Toyota proof point in a single commercial could have easily turned into a manifesto-style ad, and we wanted to avoid this. Striking upon the idea of instead having all these proof points coincidently at an intersection provided a far more engaging concept to explore. From there we embraced a playful approach that lets the full range of Toyota’s innovations — from hybrid models to mobility services — shine through.”

Spark Foundry NZ managed media planning, including out-of-home ads featuring the film’s characters and vehicles. From October, live billboards will track Toyota number plates at 11 intersections, updating in real time and encouraging user-generated content from Toyota owners. Digitas NZ designed the customer experience, creating a central campaign hub highlighting the brand’s mobility services.

The film was directed by Tim Bullock at Scoundrel, who noted that most of the shoot took place at a quiet intersection in Paeroa, later enhanced in post-production to resemble a city fringe location. The campaign will roll out nationwide across multiple channels in the coming months.

www.toyota.co.nz

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