Toyota New Zealand introduces new ‘Hey Toyota.’ messaging platform via Saatchi & Saatchi
Toyota New Zealand has this week launched a new messaging platform it’s affectionately calling “Hey Toyota” via Saatchi & Saatchi.
The platform replaces a more traditional approach to shopping and retail communication, with a more progressive 2-way approach to customer communication and partnership, across the customer experience.
Says Andrew Davis, general manager at Toyota NZ: “The world of mobility is changing fast and there is often confusion and anxiety amongst shoppers during the purchasing experience, and even ownership for that matter. Hey Toyota is therefore a reflection and extension of our Toyota spirit, people and Store community, here to solve our customers’ mobility needs, challenges and desires.
“We also wanted to expand and encourage more two way communication channels with our customers, and enable them to ask us anything they wanted to know about our business in a fun, playful way.”
The platform is designed to be a distinctive, flexible and consistent way of messaging, with the flexibility to answer questions around used vehicles, new product updates, technology, features, promotions, finance deals, or almost anything Toyota and its customers wish to discuss, learn and share.
Says Steve Cochran, CCO of Saatchi & Saatchi NZ: “Lots of car brands make retail communication the same way. Car shots with slightly too smiley people hopping inside and props that reflect their lifestyle. We’re trying to establish a new and human platform that still delivers all the rational information we need to, but with a more distinctive Toyota personality.
“We don’t pretend to have invented Q and A style advertising, but this integrated method of having diverse New Zealanders asking questions across any medium gives us a flexible construct for Toyota, its Store network and customers.
“The ‘Hey Toyota’ theme simply fell out of writing questions the way consumers might ask them. But it soon caught on as the name of a much broader theme of customer responsiveness for the whole business.”
The first of the platforms work was shot by Jeff Wood of Flying Fish with the music track created by Moniker. Hey Toyota kicks off in the first week of March and shall progressively be rolled out across the Toyota ecosystem throughout 2022.
Client: Toyota New Zealand Limited
Creative Agency: Saatchi & Saatchi NZ
Media Agency: Starcom
PR Agency: Wright Communications
Film Production Company: Flying Fish
Post Production Company: MANDY VFX
Sound Design & Mix: Crag Matuschka Liquid Studios
Music: Moniker
Digital Agency: Digitas (AU/NZ)
16 Comments
These spots can be surprisingly expensive with talent costs and rollovers. More expensive than they look.
Hey T. We can’t give you that detail unfortunately. But we can say that because we are using our talent across multiple executions there were substantial cost efficiencies. Thanks for caring though!
Love how Kiwis say Toyota. Maybe that should’ve been the insight. @T can you give me a cost break down on talent costs & rollovers vs licensing the image of a toy Yoda from Disney?
Cheers.
Ha. A question from the dark side. We’re confident the IP cost of that would be substantially more than our talent budget.
Why did you make the agency make this ad?
Our agency made this ad because we asked them to. We wanted a fun spot to introduce our new platform and its language. Maybe even get people engaged and asking questions. Thanks for being part of its success.
During my rampant younger years before I married my disaster of a first wife, I dated a woman who had a twin sister whom she flatted with.
It was always difficult telling the two apart, except the woman I was seeing had a penchant for Cognac (surprise surprise!), so I could tell which was which by the look of disgust in the other twin whom hated her sister’s and mine’s expensive drinking habits.
So, I delight when I see two commercials using twins sisters in the exact same manner – the NZTA one and now this.
They both remind me of the twins that appear in horror films and The Simpsons.
Which brings me to my gripe: why is everyone casting the same characters in every ad?
Is advertising running out of real life characters to portray?
As for this commercial, all I can say is I’m glad it was filmed without a hitch (though from the stories doing the rounds I might be wrong).
But best of all, well done Toyota for spending the money.
Big shoots equal big budgets which means big wrap lunches which means a restaurant with a healthy cellar selection.
Hey Ghost, we can confirm that the twins featured in our commercial are real life characters who enjoy ice cream and are living in Aotearoa. Thanks for asking.
Everyone hates you. Piss off.
Dont piss off Ghost. I like you. Your comments are funny. Not Felicity Ferret funny but I believe you can get there.
lol lame
Don’t like your new ad it’s annoying. Nothing like the Barry Crump ads. Always owned a Toyota and worked for them for 22 Years in Blenheim.
Hey Toyota, last year I took delivery of a new Corolla SX, I have a 2021 car with a year 2000 navigation system – it is rubbish, it is happy to take you 20 km’s down a no exit road then at the end shows you to turn around & retrace your steps instead of telling you to do a U turn at the start to save you 40 kms. We have just come from a 2 day break in Whangarei (NZ) & it didn’t know where the Whangarei Falls were, didn’t know where Whangarei Heads was, luckily it knew where our motel was. Also when you come to a street you want to go down it doesn’t tell you to turn when you are 50 metres from the corner it just shows an arrow on the screen, which is not good when you are watching the traffic & keeping your eyes on the road, especially in a strange town where you don’t know your way around. I guess it is too much to ask to get an up to date nav system, not an old version which is totally antiquated & not fit for purpose. When can I expect to get an up to date 2022 version with audible turning instructions instead of the dangerous take your eyes off the road turn arrows? Thank you. Brian
Hey Toyota, I had a question so just tried your platform. How do I find out what my SEC code is? Your answer was as disappointing as this spot is forgettable. Google wins again.
Hey Toyota, why haven’t you answered me about your inferior navigation system? What is the chance of getting one that is up to date & functional?
Thank you, Brian
Hey Toyota, obviously your new ad doesn’t mean a thing, it is just a gimmick to get people talking & you are not interested in fixing actual issues because you have not contacted me through my email which I thought you might to explain your reasons for a totally inferior nav system. My wifes old Navman & smart phone run rings around your system & are better than your system in every way. This is just another message for you to ignore.
Thank you, Brian