Toyota ensures Every Step Matters in new campaign via Saatchi & Saatchi

Toyota Australia has launched the follow-up to its ‘Every Step Matters’ brand campaign that cements its commitment to its customers from the cities to remote communities.  

The campaign, by Saatchi & Saatchi Australia, subverts blue roadside signage for rest stops and support services, and instead directs drivers to their nearest Toyota dealership location.

"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," Vin Naidoo, chief marketing officer at Toyota Australia, said.

"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 groundwork of the ad is a data-driven integrated campaign which undertook a comprehensive analysis of 275 dealership locations and their unique service and product offerings.

 In its work with Spark Foundry Australia that aligned insights with audience interests and regional nuances, the campaign delivers truly localised creative executions, with over 230 bespoke out of home and digital outputs tailored to communities nationwide.

"In a country of 7.7 million square kilometres, it’s important to know you’re never far from what you need," Mandie van der Merwe, chief creative officer, Saatchi & Saatchi Australia.

"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 campaign will roll out across broadcast, cinema, online video, OOH, digital, radio, social and in-store.

Campaign 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

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