Toyota New Zealand has teamed up with Saatchi & Saatchi for its latest Camry campaign, which is aimed at the 'executives of life'. And, in terms of being so chock-a-block full of Kiwi patriotism it makes your teeth hurt, it's right up there with Air New Zealand, Telecom, the BNZ, and, more recently, Mercury Energy. Of course, it was always going to be tough ask following up the Hilux's 'tougher than you can imagine' campaign, but–hang on to your steak and cheese mate.
"Good friends, jugs of liquid gold, pin the bushy tail on the donkey. School gates, jam sandwiches, it's off to work we go," rasps the gravelly voice of an unseen good keen man in the 60 second TV spot. We see the Camry traveling along requisite winding country roads, with snow-capped mountains in the background, then happy children, passionate couples, sunrises, sunsets, cityscapes, bare feet, bright lights... you get the idea.
The Camry campaign is interactive, and supported across multiple platforms. On Toyota NZ's YouTube channel a 90 second interactive web film takes the viewer through to another level with more specific information available about the car, and allows them to book test drives directly or share through social media. There is also an online quiz for finding out if your work life balance is up to scratch, with prizes up for grabs if you take it. The campaign is also supported on Facebook, in print and online.
Here's the official release:
Known for its reliability, Toyota Camry has always been the rational, sensible choice in the sedan car market. But it’s struggled to win the hearts of customers.
Toyota New Zealand General Manager of Marketing, Neeraj Lala suggests that the time was right for something a little different. “We’re moving to a new approach that sees us in multi-dimensional conversations with our customers. The easy road would be to follow the traditional auto marketing approach. The Camry was built with a lot of feedback from customers, and it was only appropriate for marketing to follow suit. What does remain consistent is the emotional connection that the Toyota brand has with New Zealanders. And when it came to the marketing for the range, Saatchi & Saatchi identified an emotive insight that continued this customer focus and an idea that unlocks a conversation.”
Saatchi's Executive Creative Director Antonio Navas says “Over 80 percent of customers that are looking for a medium sized car are fleet or business customers. For these people getting the work/life balance right is hard. So the idea of a movement to inspire Camry drivers to become the true Executives of Life was born.”
The idea has been phased to attract, engage, educate and then deliver genuine leads to the dealers. TV, press and digital banners invite people to view an interactive web film on Toyota’s You Tube page that dramatises the challenge of work/life balance. At all points viewers can explore the vehicles rational benefits and take the next step to test drive or contact a dealer.
Speaking of car ads, if you haven't seen Wes Anderson's efforts for Hyundai yet, here they are. Classic Wes. How many movies can you reference?
Executive Creative Director: Antonio Navas
Creative Group Heads: Anne Boothroyd, Adam Thompson,
Digital Creative Group Head: Mac Macaskill
Head of TV: Jane Oak
Producer: Marty Collins
Designer: Sam Stadwick
Planning Director: Murray Streets
Group Account Director: Mark Cochrane
Account Director: Luke Farmer
Senior Account manager: Emma Guadagni
Account Executive: Hannah Nathan
Production Company: Flying Fish
Director: James Salomon
Producer: Angela da Silva
Post Production: Fish digital
Editor: Nathan Pickles
Audio Post Production: Liquid Studios
Music Composition: Peter Van Der Fluit
Photographer: Stephen Langdon
Retouching: Kevin Hyde
Stills producer: Loren Bradley
Digital Producer: Charlotte Whiter
Executive Digital Producer: Haydn Thomsen
Digital Design: Alex Waskiewicz, David Hunter
Digital Developer: Matt Skinner, Mike McMillan, Steven Ashby
Development Partner: Salted Herring