In 1995, Toyota realised there would be no future in assembling new cars locally in a tariff-free environment, and predicted that car sales would never return to the historical highs of the mid-80s.
So it began a pilot study into imported and homegrown used cars and officially launched its Signature Class programme in September 1997.
Toyota’s Thames factory has been refurbishing used Toyotas ever since. A series of content pieces was produced in 2012 to win the hearts of Kiwis by showing how the factory created these as-new-quality cars and introducing the workers who built them.
And now, the story continues…featuring a number of familiar faces.
The new ads put the spotlight on the Thames plant workers once more, taking viewers on a tour of the numerous checks and processes each car must go through before it’s worthy of carrying the Signature Class badge.
The ad also shows that while some of the technology has changed, the commitment and character of 70 people who care for each car is the same today as it was then.
The campaign includes a core 60 second commercial plus 15 second spots featuring individual workers.
Executive creative director, Corey Chalmers, commented, ”Toyota Thames Vehicle Operations is a wonderful thing – it’s like the best of NZ bottled up in one place. It’s been years since NZ last checked in on them, but the story and the spirit is as strong as ever – and happily, there are some familiar faces still there too. We were proud to go back alongside the incredible Kevin Denholm and bring to life the truth that with Toyota Signature Class, every car is cared for.”
General Manager of Toyota New Zealand, Andrew Davis, added, “This campaign was centred on how important it is to provide high quality and reliable used vehicles for New Zealand motorists. The unique difference for Toyota Signature Class is that every car is meticulously cared for by people who have a strong spirit, focus on constant improvement and take a huge amount of pride in their work. They are fantastic products and it’s easy to see how it all comes together when you are at the Thames facility – the big challenge for Kevin and the Saatchis team was to capture this in their creative.
“Like all of our marketing, it was also important to recognise that we are a local brand that are proud of the unique work that Kiwis do and I think this campaign has been able to show this whilst capturing the honesty and humility of a group of people that really enjoy what they do.”
The campaign aired for the first time on Sunday night and will run on TV, digital, press and point of sale.
Credits:
Creative Agency: Saatchi & Saatchi
Paul Wilson – Managing Director
Corey Chalmers – Executive creative director
Guy Roberts – Executive creative director
Jordan Sky – Creative Director
Luke Dawson and Michael Swinburn – Creative team
Jane Oak – Head of Content
Susie Darling – Business Director
Amanda Brittain – Account Director
Rob Flynn – Head of Design
Terry Williams Willcock – Digital Creative Director
David Hunter – Senior Digital Creative
Matt Couston – Digital Producer
Tomas Cottle – Motion Graphics
Production Company: Exposure
Director: Kevin Denholm
Producer: Jess Milne
DOP:Marty Williams
Editor: Sam Brunette
Post Production: Blockhead
Sound Design: Shane Taipari
Sound Studio: Franklin Rd
Composition: Mahuia Bridgman-Cooper
Photographer: Stephen Langdon @ Reload
Client: Toyota New Zealand Limited
Alistair Davis – Chief Executive Officer
Andrew Davis – General Manager UV & Marketing, Executive
Susanne Hardy – Manager – Marketing, Marketing – Operational
Jamie How – Team Leader – Operations, Marketing
