In 2020, the Japanese manufacturer wants to make up for the delay taken during confinement with its new Yaris. Toyota is also benefiting from its lead in hybrid and hydrogen vehicles.
At a standstill during containment, Toyota's activity needed a serious boost last May. A problem on which the manufacturer and its integrated agency, The & Partnership, worked remotely during this unprecedented period. Their responses? " The possibility of driving a Toyota in 2020, and paying for it in 2021! It is a committed offer which should give French citizens access to mobility without impacting their purchasing power., explains Matthieu Delcoustal, managing director of The & Partnership. This is a continuation of our "Very French" campaign from last year, in the same way as the "Priorities" campaign, which accompanies it. It highlights the priorities of the French for the aftermath: visiting his grandmother, going to recharge his batteries in the provinces during a road trip, eating oysters in Cancale … It was entirely produced and rise in teleworking. The actors were cast via a video call, then directed in the same way during filming. We had to be quick enough to meet the expectations of the moment. This gives relevant advertising, both on TV and radio, which builds on trust and proximity, thanks to its UGC aspect. The format has also gone viral on social networks! "
A new way forward for the advertiser and the agency. Lack of moving car in the advertisement, remote steering, smartphone shooting and very limited budget due to the activity freeze: four to five times less than what is usually dedicated to a campaign. But this situation should not last, hopes Ludovic Billiet, Toyota's marketing director: " The context pushed us to change the way we work, and in this specific case, I think we turned a constraint into an advantage. This response was very effective, as our sales in June attest, they were historic with 20,000 orders. This is explained both by a catch-up effect and by this advertising for the old Yaris, which normally weighs about a third of our sales, against half in June! But I don't think we can continue to advertise without showing the product, especially as part of a launch! Gold, this is the challenge of our activity in the second half of the year, with the new Yaris, which is the priority for the coming months and is the subject of a consequent media plan, spread out in three waves over the months of September, October and November. "
Beyond Zero for October
And while new hybrid and hydrogen engines are at the heart of the news, Toyota wants to strengthen its pioneering status on these issues througha new brand platform; it will be unveiled in October and will be called Beyond Zero. " We want to project ourselves beyond the zero emission car. We are working on plug-in hybrid solutions and hydrogen engines via a fuel cell. We are launching the second generation of Mirai hydrogen at the end of the year and we want to establish ourselves as the leader in this alternative powertrain in Europe, and more particularly in France, as we have done on the hybrid, which now equips around ten models. "This new platform will put Toyota France on the road to the Paris 2024 Olympic Games, where the brand, official partner of the Olympic Committee, will be able to highlight its commitments to made in France and new mobility. In the meantime, the year 2021 will be occupied by the postponement of the campaigns planned for the Tokyo Olympics this year.