Toyota South Africa has launched the all-new Toyota Agya to seize a much bigger share of the nation’s small automotive market.
Interesting to these drivers who need an inexpensive car providing as commonplace the options not usually present in a smaller automotive, the Agya particularly targets a youthful viewers shopping for their first automotive.
As a result of the Toyota Agya has much more to supply than folks anticipate of an entry stage automotive, the FCB Joburg workforce of Government Artistic Director Tian van den Heever, Artistic Director Julie Thorogood, Artwork Director Leesha Harington and Copywriter Matthew Shafto opted to place it as ‘an enormous deal for a small automotive’.
“Seeing because the Toyota Agya has numerous options not usually related to a small automotive, we determined not to talk about it like a small automotive. As an alternative, we launched the Agya in the identical method that persons are usually launched to luxurious, high-end autos… however with a little bit of a twist,” mentioned van den Heever.
“Consistent with properly ‘specced’ luxurious automobiles, that are all the time featured gliding via winding mountain passes with ease, our industrial opens in a really related method to attract within the viewer and make them consider that they’re watching a industrial for a brand new luxurious sports activities automotive.
“Grand music and a voice-over detailing the options of this new automotive are interrupted halfway after we reveal the automotive is definitely a compact hatch. After which the motive force begins conversing straight with the voice-over explaining that each one these options are the truth is accessible within the new Toyota Agya.”
You may view the TVC right here:
The marketing campaign includes above-the-line, digital and social, out-of-home, print and below-the-line (print collateral in dealerships).
“We kicked off with a social media teaser marketing campaign to get folks guessing what Toyota could be launching within the subsequent few weeks,” defined van den Heever.
“The posts featured excessive close-ups of the glossy design of the physique work coupled with a number of the characteristic highlights. This actually served to level the audience within the ‘incorrect’ path and make sure the reveal of the Toyota Agya and its super options actually grabbed their consideration,” he mentioned.
Shopper: Toyota South Africa
Model: Toyota Agya
Glenn Crompton – Toyota South Africa Vice President: Advertising and marketing
Lettie Labuschagne – Toyota South Africa Common Supervisor: Advertising and marketing
Tasneem Lorgat – Toyota South Africa Senior Promoting Supervisor
Model supervisor: Toyota South Africa Promoting Supervisor
Artistic company: FCB Joburg
Group Chief Government: Brett Morris
Government Artistic Director: Tian van den Heever
Artistic Director: Julie Thorogood
Enterprise Unit Director: Struan de Bellelay-Bourquin
Copywriter: Matthew Shafto
Artwork director: Leesha Harington
Communication Strategic planner: Lara Chatzkelowitz
Digital Strategic planner: Langelihle Sithole
Venture Supervisor: Shiraz Mckenzie
Account Lead: Sibusiso Zondo
TV Producer: Nakita Bolus
— to www.bizcommunity.com