Every now and then a campaign for a car brand bends the “rules” of car advertising. FCB Joburg and Toyota’s #ToyotaStoriesSA obliterates them. Their eighteen-month campaign is a social hit.
FCB Joburg has created a series of humorous rap songs. They also happen to be social ads for Toyota’s Land Cruiser. Each pays homage to a real Toyota owner – but not in a “real stories” doco way. The agency has also obliterated its rules. These are so much more fun. And their creativity is being rewarded. The first #ToyotaStoriesSA in early 2018 had over 90,000 hits and 1.4 million impressions for paying homage to Toyota Corolla owner, Jitesh, and his car. The most recent has had more than 150,000 Facebook views and 2,224 on Instagram.
“Leonard (aka Captain Cruiser on Instagram) and his Toyota Land Cruiser 79 were perfect for the task facing us,” said van den Heever. “The team of copywriters, Marvin Mboneni Mpanda and Mbeu Kambuwa, came up with lyrics that truly reflected Captain Cruiser’s personality and expressed the pure joy his LC 79 brings to his life. I’m not surprised its proven popular on social channels.”
“Our intention with #ToyotaStoriesSA is to up the respect paid to loyal Toyota fans who shared their extraordinary passion for their Toyotas by posting photographs of them and their cars to our web site,” explained Toyota senior manager of advertising & digital marketing, Tasneem Lorgat.
“We wanted to do more than just give them the traditional ‘thumbs up,’ we wanted to create a fun and memorable way to say ‘We see you, and your Toyota, and we really value the bond you’ve formed with it and the Toyota marque,'” said Toyota Senior Manager of Advertising & Digital Marketing, Tasneem Lorgat.
Toyota social media community manager, Naniwe Mthimkhulu, added that the campaign is a witty way of interacting and engaging with consumers, and celebrating their loyalty. The campaign encourages Toyota fans to share their stories and the relationship people have with their Toyota, what they love about it and what it does for them.
While the story needed to deliver on the standard objectives of the overall campaign – raise awareness for Toyota and honouring Toyota’s loyal community – it had to celebrate the Toyota Land Cruiser 79, and the fact that 10 million Land Cruisers have been sold globally.
Here are a few more gems:
Creative agency: FCB Joburg
Chief Executive Officer: Brett Morris
Executive Business Director: Reagen Kok
Executive Creative Director: Tian van den Heever
Copywriters: Marvin Mboneni Mpanda & Mbeu Kambuwa
Project Manager: Ra’eesah Benefeldt
Producer: Nakita Bolus
Production Companies: FCB Joburg & Fuelcontent
Director: Tian van den Heever
Associate Creative Director: Lucy Holford-Walker
Client: Toyota SA
Senior Marketing Manager: Tasneem Lorgat
Manager: Social Media Community: Naniwe Mthimkhulu