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TOYOTA COROLLA: A LEGEND RE-IMAGINED
the launch of the new-generation Corolla sedan and Corolla Quest models, Toyota
South Africa Motors (TSAM) has repositioned its iconic Corolla marque with a
new creative direction. The new creative campaign has been developed to
challenge the way customers perceive Corolla: as a range of vehicle offerings –
rather than just a single model.
is the right direction for the evergreen brand, according to Leon Theron:
Senior Vice President of Sales and Marketing at TSAM. “The
Corolla badge has traditionally been associated with the family-biased sedan –
but that has all changed. Basically, you can now have a Corolla for every
member of the family. There’s the value-for-money Quest, the dynamic and performance-orientated
Hatch, as well as the versatile, tech-laden and extremely handsome new Corolla
by FCB Joburg, the campaign showcases each of the three models alongside
manufacturing robots, in a 3D makeshift version of the Toyota plant. The five
robots – Mo, Lindy, Clive, and twin brothers Errol and Neville – entertain viewers with relatable workplace banter
as they navigate through their jobs as Toyota assembly-line workers. The ad
features a number of instantly recognisable voices of South African comedians –
Trevor Gumbi, Gilli Apter, Schalk Bezuidenhout, as well as Jason and Nicholas
Goliath – referencing an array of Corolla features while doing their ‘robot
thing’ in a light-hearted, yet memorable way.
which has been TSAM’s advertising partner for more than half-a-decade, was
briefed to get South Africans thinking about Corolla as a range of vehicles that
“Has it All”, and to remind customers just how well-“specced” each model is.
are pleased with the creative outcome as it ensures that Corolla remains
top-of-mind. The approach to develop a platform with distinctive brand assets
that can be executed in a myriad of ways across multiple channels is a winner
for us,” said Theron.
|Date: 30 Apr 2020
||Author Type: Press Release
|Author: Toyota South Africa
|Source: Toyota South Africa
distinctive brand assets will be leveraged across multiple channels, including
TV, radio, out-of-home (eg billboards), as well as social and digital media,
while still being relevant to each of the Toyota Corolla audiences. The
campaign kicked off with the launch of the Corolla Quest in March 2020,
followed by the all-new Corolla sedan campaign in April 2020 and a
Corolla hatch campaign towards this latter part of 2020.
see below to view the TVCs: