A dealer network commercial you’d actually enjoy watching. Saatchi & Saatchi Australia has achieved the improbable for Toyota Australia. The commercial, subverts blue roadside signage, synonymous with rest stops and support services, directing drivers to their nearest Toyota dealership location instead. It leads the second phase of Toyota’s Every Step Matters, that highlights Toyota’s Australians through the nation’s largest and most comprehensive dealer network.
Vin Naidoo, chief marketing officer at Toyota Australia, commented, “Having been part of the Australian landscape for decades, we understand Australians don’t just buy a car; they invest in the peace of mind that comes with knowing they can keep moving forward. Regardless of how their lives or the world around them changes, our dealers will continue to be there for our customers for the long run.”
The campaign began with a comprehensive analysis of 275 dealership locations and their unique service and product offerings. Saatchi & Saatchi then worked with Spark Foundry Australia to align its insights with audience interests and geographic nuances in each region, to deliver truly localised creative executions – including over 230 OOH and digital ads tailored to communities nationwide.
Mandie van der Merwe, chief creative officer, Saatchi & Saatchi Australia, stated,, “In a country of 7.7 million square kilometres, it’s important to know you’re never far from what you need. By tapping into location-specific data, audience interests, dealer offerings and accurate distances and directions, we found a highly contextual way to remind Australians why Toyota is Australia’s most trusted auto brand.”
The full campaign covers broadcast, cinema, online video, OOH, digital, radio, social and in-store.
Credits:
Client: Toyota Motor Corporation Australia
Senior Manager, Marketing Operations: Anthony Nobile
Manager, Communications – Commercial & Brand: Kylie Graham
Senior Brand Specialist: Amber Mottram
Brand Specialist: Ruby Cowling
Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officers: Mandie van der Merwe, Avish Gordhan
Creative Director: Piero Ruzzene
Creative: Rosita Rawnsley-Mason, David Govier, Tristan Cornelius
National Director of Production: Michael Demosthenous
Senior Integrated Producer: Tamara Kennon
Chief Client Officer: Ben Court
Executive Strategy Director: Joe Heath
Group Business Director: Zoe Kypros
Senior Business Director: Lauren Ellis
Business Manager: Charlotte Brasington
Business Executive: Jess Trajkovska
Media: Spark Foundry Australia
Production Company: Revolver
Director: Matt Devine
Managing Director & Co-Owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Executive Producer: Anna Mannix
Producer: Caroline Kruck
Director of Photography: Jeremy Rouse
Art Director: Lucinda Thompson
Wardrobe: Sophie Knox
Post Production: ARC
Editor: Jo Scott
Colourist: Matt Fezz
Flame Artist: Eugene Richards
Post Producer: Winnie O’Neil
Audio: Sonar
Senior Sound Designer: Andy Stewart
Music Editing: Josh Pearson, Joel Dias
Executive Producer: Sophie Haydon
