The Toyota South Africa Motors (TSAM) Customer Service Marketing Team and Studio One at Publicis Groupe Africa have launched a new campaign promising their customers that Toyota Genuine is Here. For life.
With its storied history in South Africa, Toyota has managed to build a strong reputation with its customers, becoming an intrinsic part of South African culture over the past 60 years. What sets Toyota apart from its competitors, however, is their emphasis on providing each driver with peace of mind throughout their Toyota ownership experience.
From reasonable cost of ownership and seamless mobility to the personal touch when interacting with any Toyota dealer, it’s safe to say that Toyota always has the customer’s best interest at heart. With an extensive network of over 200 dealerships across South Africa, Botswana, Namibia, Lesotho and Eswatini, Toyota has ensured that they are represented literally here, there, and everywhere.
Toyota Genuine has established itself as a trusted brand that has provided Toyota owners across Southern Africa with complete peace of mind for many years. From Quality Service, Genuine Parts and Accessories to Service Plans and Warranties. With lifetime value always front of mind, Toyota Genuine ensures that their customers have a comprehensive range of competitive and convenient products and services to their avail throughout their ownership journey. It’s this promise that brought the campaign Here. For life. to light.
The idea of Here. For life. originates from a variety of relatable human truths that come along with being a car owner.
Tshiamo Moloko, Copywriter at Studio One (a division of Publicis Groupe Africa) says, “Car owners want a brand that they can not only trust, but also relate to – one that comes with a long-standing reputation and promise of care and quality because, at the end of the day, it’s those positive experiences that you have after you drive your car off the showroom floor that keep you coming back as a customer.”
The creative team at Studio One wanted to use the key truths that encapsulate the Toyota Genuine brand, creating a story that not only speaks to the quality, trust, and service that they provide their customers, but also reiterates the overall authenticity and care that makes Toyota Genuine exactly that – genuine.
The Here. For life. campaign is cemented by a TV commercial that tells the story of various Toyota owners, depicting the unique relationship that each owner has with their respective Toyota vehicles, and Toyota Genuine as a whole. From a family in the 1990s, to varsity friends in the 2010s, to newlyweds in the present day, Toyota Genuine has been, and will continue to there for every Toyota owner and every family, for life.
Derek Kemp, General Manager of Sales Retention at Toyota South Africa Motors said, “Toyota is committed to provide an unparalleled level of service and support for the entire ownership journey. Above all our objective is to create customers for life through growing love for the Toyota brand. This campaign aims to portray exactly that – owning a Toyota means complete peace of mind.”
