Toyota's Small Installments Make Awkward Situations a Little Easier

Grey Argentina presents its latest work for Toyota Plan produced by Landia.

It is a comprehensive campaign with different implementations that can be seen from today and for the next few months, including commercials for TV, digital pieces and specific content for each segment of the brand's users.

As part of the relaunch of Toyota Plan, Grey Argentina worked on a new communication axis that highlights the benefit of the savings plan as the possibility of achieving a greater objective by dividing it into small parts and accessible to all.

The campaign consists of two commercials that are released today on social networks and can be seen on TV later, called ‘Desamor’ and ‘Llamado’ that humorously address the benefit of facing complex situations in small instalments. In addition, the campaign is reinforced with a series of digital content narrating some real stories behind different savings plans.

“When we started working on this project we felt that, if the main benefit of a savings plan is the instalments, that should be the axis of the campaign. And as soon as Chochó and El Colo (DC’s) found the concept, we were convinced. We are honestly happy to have felt so much confidence from the client, because we know that our proposal generated some discomfort. Gino, Martín and Daniel, capos.”, Commented Hernán Kritzer, CCO of the agency along with Liso Cardozo and Alejandro Devoto.

“We started from the challenge that many people still did not know Toyota Plan, so we have worked on a campaign that ranges from a relaunch of the brand, to a multiplicity of pieces to accompany the consumer journey under a strong segmentation strategy. The process lasted more than a year and a titanic job was done with a great team led by Simón Dukart and Julieta Margulis”, added Jorge Villar, VP client services.

These pieces are part of the context of a comprehensive renovation of Toyota's savings plan in which the agency worked in conjunction with the automaker and IPG Media Brands. The communicational reformulation of the brand covered concept, tone and personality, and a complete rethinking of its visual identity, including a new logo.

“Thanks to Grey's work in this campaign, we were able to achieve all the objectives presented by Toyota Plan, generate a brand identity, align that identity with the dealers, launching a campaign of knowledge and consideration as well as a great comprehensive conversion strategy, to evolve as a brand and a service” stated Gino Bojanich, head of marketing at Toyota.

The new communicational identity of Toyota Plan, and the implementations that arise from it, seek to increase the awareness of a relatively young business unit in the market, focusing on the possibility of having a Toyota in an accessible way, and on the link Special that Toyota Plan maintains with its users, one of the brand's differentials.