Toyota Spot Proves Its Aftercare Is So Good You'll Keep Coming Back
Launching beginning of April, Toyota, in partnership with global digital marketing business Jellyfish, launches ‘Toyota Fanatics’, its first integrated advertising campaign for its aftercare service. The UK campaign highlights the exceptional quality of Toyota’s aftercare service, kick-starting a long-term strategy to elevate this increasingly vital part of the business.
Toyota, who has been working with Jellyfish since their appointment in 2016, invited the team to develop a compelling consumer value proposition for its after-sales communications; this strategic foundation led to Jellyfish being tasked with creating an integrated campaign.
The campaign builds on Toyota’s ‘Let’s Go Beyond’ platform, flipping the traditional reassurance-driven approach to aftercare on its head. Instead of simply offering customers peace of mind, the creative concept imagines an almost absurd level of customer devotion, where Toyota's service is so extraordinary that owners are deliberately creating reasons to return. Whether it’s for the unbeatable Service Activated Warranty, the welcoming work environment, or just for the exceptional coffee, Toyota’s customers are hooked. “Service so good, you’ll find any excuse to come back.”
“With Toyota Fanatics we’ve created a fun and engaging approach to vehicle maintenance and aftercare. By highlighting the lengths people go to for their cars, we’ve added a playful and relatable touch to the often-mundane task of car servicing. We went all in to balance humour and dedication to make the aftercare experience irresistible to all Toyota owners. It has been a total joy to work with the fantastic team at Toyota on this campaign and we can't wait to make lots more together in the near future.” said Chris Goddard, VP of creative at Jellyfish.
“We loved bringing this playful take on Toyota’s incredible service and aftercare to life. We leaned into humour and the concept highlighting the dedication of Toyota owners and the clever way in how far customers will go to get back into Toyota’s care. Peter Lydon’s comedic timing and brilliant casting brought the perfect energy to the TV spot, while Julia Fullerton-Batten’s knack for storytelling turned the stills from a moment into a full narrative. The result? Ads that drive home a clear message, with just the right amount of wit to make it unforgettable.” said creative director duo Andy Stone and Adrian Thomas at Jellyfish.
In a price-sensitive market where consumers are keeping their cars for longer, proper care has never been more important to maintain performance, reliability, and longevity. The campaign, directed by BAFTA-nominated British director Peter Lydon (Shameless, Fresh Meat, Poirot), highlights the importance of car aftercare, reassuring customers that they are always in safe hands with Toyota, and setting the brand apart from its competitors.
“We set out to create an aftersales brand campaign that sparked an emotional response grounded in customer insight and laddering up to our brand positioning, Let's Go Beyond. For the first time outside new car launch campaigns, we balanced the 'long and short of it' positioning Toyota as the go-to for all ownership needs while driving action on key products such as our 12-month additional service activated warranty (T&Cs apply). The leap of faith was shifting from short-term sales pushes to long-term brand consideration for aftersales care over quick-fit alternatives. Jellyfish nailed the brief, delivering a strategic and creative response with storytelling genius using humour and the creative lengths customers to go ring a fresh energy to automotive. Backed by System 1 testing, this strategic shift gave confidence to both stakeholders and our brand team to go all in.” said Jo Ross, senior manager, brand strategy, Toyota GB.
The integrated campaign rolls out across Video on Demand, Digital Out of Home, Radio, Display, Social, and Search. Media is being handled by &Partnerships.
