Toyota to launch TV reassurance campaign starring staff

Toyota has confirmed that it is launching a cross platform pan-European campaign featuring its employees as part of its drive to reassure customers following the recall crisis

Toyota Yaris
Toyota Yaris

The “post-recall” reassurance campaign aims to highlight Toyota’s quality and safety message after it was forced to recall more that 8 million cars earlier this year following safety concerns.

The ads, created by Saatchi & Saatchi, will show Toyota’s manufacturing workforce talking about their jobs and the importance of safety and quality measures at Toyota’s plants across Europe.

The campaign includes TV and print ads and digital activity including YouTube videos.

Throughout the recall crisis, Toyota launched a series of reassurance initiatives including press ads claiming the car manufacturer is “more committed to quality than ever” and “We’re pulling together to put things right.”

Toyota president Akio Toyoda also appeared in a YouTube video apologising for the recall.

The recall crisis saw Toyota drop 1.8% of its total market share in February.

Its UK market share dipped only 0.47% to 5.01% during the month and Toyota actually sold more cars, 3,489 compared to 2,981 in the previous year.