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Toyota Launches 'Drive Happy Project' via Saatchi & Saatchi NZ to Refine New Car Buying Experience

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The project pioneers a new way of doing business with private and business customers and is part of the changing face of mobility worldwide

Toyota Launches 'Drive Happy Project' via Saatchi & Saatchi NZ to Refine New Car Buying Experience

Toyota New Zealand has launched the Toyota Drive Happy Project via Saatchi & Saatchi New Zealand and director Adam Stevens, which is set to transform the way New Zealanders buy and own a new car.

Saatchi & Saatchi New Zealand has created a campaign to bring the Toyota Drive Happy Project to life, personifying the five key new car buying "bothers" Toyota is looking to change.


Says Andrew Davis, general manager of marketing, Toyota New Zealand: "We want to put the pleasure back into buying a new vehicle. With the Toyota Drive Happy Project we are focussing on a more customer-centric approach to the entire ownership experience."

The changes include a transparent drive away price, including all on road costs, consistent nationwide; seven-day money back options; flexible test drive options from a larger pool of demonstrator vehicles at every Toyota store; the ability to customise vehicles online; and, a no pressure, more hospitable sales environment.

Toyota Drive Happy Bothers (1).jpgToyota-commissioned research identified the likes and dislikes about the current buying experience. The top five "bothers" according to the surveyed New Zealanders were - haggling over price, hard sell from salespeople, the time involved in customisation, the test drive experience and buyer's remorse. Each of these "bothers" has been brought to life as an animated character, created by Alt.VFX. 

Says Toby Talbot, CCO, Saatchi & Saatchi: "This project has been many years in the making for Toyota. The Drive Happy Project is a bold and exciting move. The challenging part, was how to bring those apprehensions people face every day to life. In 'the Bothers', I think we have struck a fine balance of relatable fears with a surreal and memorable manifestation of those fears. We're hoping it will bring comfort to every trepidacious car buyer out there."  

The campaign launched on Easter Monday evening and will run across TV, digital, social, print and instore.

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Client

Advertiser: Toyota New Zealand

Media Agency

Media Agency: Starcom

Creative Agency

Creative Agency: Saatchi & Saatchi New Zealand

Post Production / VFX

VFX: Alt.VFX

Graphics: Assembly Ltd. GFX

Production Company

Production Company: Robber's Dog

Director: Adam Stevens

Music

Music : Turning Studios

Genres: Comedy

Categories: Automotive, Cars

Saatchi & Saatchi New Zealand, Tue, 03 Apr 2018 03:09:35 GMT