Results and Effectiveness

VIGO News Squad was repeatedly utilized in 15 news programs and 1 game show for over a month. It got over 800% times more exposure than its budget. The effort not only demonstrated the product reliability but reassured Thai people that TOYOTA is a part of their community as a trusted/reliable brands. Toyota became the most recalled brand in Nov-Dec 2011, just after flooding and also got 2nd in the CSR survey after flooding by just 1% difference to the top. Finally, VIGO sales increased 20% in the month after flooding while others are struggling with its drop in sales.

Creative Execution

Toyota figured that they had the best and the only tool that can make a difference, Hilux Vigo, a pickup truck and expert drivers which can go into damaged area. VIGO would provide the way to get out there to attain information on the flooding situation that Thai people needed, but amidst all the chaos and mixed information TOYOTA knew that anything that they provide needed to be trusted by Thai people. So the agency quickly approached one of the biggest TV station, CH.3 as well as most popular and trusted anchor, Mr.Sorayuth and started discussion. News program rarely tie-up with a certain brands but they understood the intention of TOYOTA to support the society. In the end, they agreed to receive the donation of 8 units of VIGO and the skilled drivers from TOYOTA and built a VIGO News Squad to provide reliable flooding updates and support affected people.

Insights, Strategy and the Idea

Toyota has been operated in Thailand for almost 50 years, and kept top share in automobile market. It is also perceived to be a trusted brand thanks to its product reliabilities. However, the brand was not considered part of their life. It needs more engagement and attachment to the brand by consumers. Therefore, Toyota has been in discussion with its agency to re-engage consumers with brands. Then, in October 2011, the most devastating flood in a few decades hit Thailand. All of a sudden, people’s daily life was turned upside down. They lost their home, lacked of daily necessities even and worse their loved ones life was at stake. Furthermore, people had little information how that disaster was and turned to be like. As the even unfolded, Toyota and the agency immediately put their head together and thought about what they could do.