The campaign includes a TV ad and full-page press ads fronted by staff from Toyota Manufacturing UK, promising to “pick up imperfections that are smaller than a human hair.”
The ad stresses: “There’s no better method for ensuring the perfect panel than having that personal touch.”
The “Your Toyota is My Toyota” ad is the marque’s latest attempt to rebuild its image following its global recall crisis.
The Saatchi and Saatchi campaign is running across Europe, and while the core content remains the same across Europe, each market will end with the testimony of a local Toyota dealer.
Earlier this year, the marque promised its new marketing approach will involve offering heavy incentives and warranties in an effort to combat mounting consumer concerns. In “Your Toyota is My Toyota”, a five year warranty is offered on all new cars.
New car sales in the UK rose 13.5% in May, compared with the same month a year ago but Toyota is continuing to see sales fall according to the latest industry figures from the Society of Motor Manufacturers and Traders (SMMT).
This is the first pan-European brand campaign for Toyota following the steady consolidation of Saatchi & Saatchi’s relationship with the auto giant. Saatchi and Saatchi now serves Toyota in 14 markets across Europe, including the UK, Germany, France, Italy, and Spain.