The&Partnership Brings Toyota’s SUV Heritage to Life in New Hyper-Targeted Campaign

The&Partnership will this week begin rolling out its second pan-European, multi-channel communications platform for Toyota Motor Europe – this time with a four-pronged campaign showcasing the manufacturer’s impressive SUV heritage across four very different models.

Rolling out across Europe, the ‘Because’ platform comprises four individual campaigns to promote all four of Toyota’s leading SUV models, including the iconic, industry-leading Land Cruiser, the Hilux, as well as its Hybrid SUVs C-HR and RAV4.

The hyper-targeted communications platform, created by The&Partnership, plays on personal and real-world barriers that stop people living their lives to the full, and making the most of every experience.

Each campaign draws on insights about individual consumers’ interests, hobbies and lifestyles to target them with a personalised “Because X” message that will resonate – demonstrating how the SUV model would fit perfectly into their lives. To ensure the campaign films felt bespoke to its audience, each one was directed by a different director.

With agile media planning and buying from m/SIX, supported by real-time tailoring from Jivox and data-driven targeting from GroupM’s mPlatform, the campaign will also respond to real-time, localised events such as the time of day, day of the week, the weather and even social profiles.

In a rich campaign which flexes around Toyota’s diverse cars and diverse audiences, the connecting point is a “just-get-out-there” sentiment, which was found to be the unifying data point amongst target consumers.

As part of Toyota’s Hybrid SUV range, the C-HR and RAV4 campaigns bring the Hybrid story to the next level, following on from The&Partnership’s debut ‘We Choose Hybrid’ platform for Toyota, which launched in September. With the RAV4 we see excuses like ‘it’s too far’, ‘it’s too muddy’ quashed with the ease and capability of the model for families who want to spend their weekends in the outdoors, and the unpredictability of a night out on the town is turned into an adventure with the C-HR. As Toyota seeks to educate and inform consumers about clean energy technology, this new campaign demonstrates how seamlessly the Hybrid SUVs fit into many different walks of life.

Andre Moreira, Creative Director at The&Partnership, said of the campaign “Identifying a concept that could speak to several audiences, across multiple markets and for every model, led to an intelligent, highly flexible campaign that adapts effortlessly into many iterations. We’re very proud to have created what we hope will be a highly effective campaign – showing all sorts of types of people across Europe that there is a Toyota SUV for them.

Dario Giustini, Senior Manager Brand and Marketing Communications at Toyota Europe, said “Ever since Toyota’s first SUV – the iconic Land Cruiser – launched 65 years ago, Toyota has been developing SUVs that that not only stand for quality, but also for freedom. The “Because” campaign aims to inspire many different audiences, no matter what their lifestyle or interests are, to just get out there… and make the most out of every experience. Because life happens out there.”

Supported by OOH, social, programmatic and print, the campaigns will break first in France in November, before rolling out across the UK on Boxing Day, Italy on New Year’s Day, with the rest of Europe following in the first half of 2018.