The Campaign

Challenge Toyota enjoyed top share in automobile market for a long time and was 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 needs to re-engage consumers with brands. Situation In October 2011, the most devastating flood in a few decades hit Thailand. Suddenly, people’s daily life was turned upside down. People had little information how that disaster turned to be. Execution Toyota figured that Hilux Vigo, a pickup truck, and expert drivers that can go into damaged area could help and support people. At the same time, 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. In the end, they agreed to use 8 units of VIGO and the skilled drivers from TOYOTA to go into damaged area and built a VIGO News Squad to provide reliable flooding updates and support affected people. Outcome: VIGO News Squad was repeatedly utilized in 15 news programs and 1 game show for over a month. TOYOTA 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.

The Brief

To re-engage the people with the brand and fermented the attachment to the brand.

Results

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.

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. 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. Squad was repeatedly utilized in 15 news programs and 1 game show over a month.

The Situation

Toyota enjoyed top share in automobile market for a long time and was 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 needs to re-engage consumers with brands. In October 2011, the most devastating flood hit Thailand. Suddenly, people’s daily life was turned upside down. They lost their home, and even worse their loved ones life was at stake. Furthermore, people had little information how that disaster was and turned to be like.

The Strategy

By collaborating with TV station as well as news anchors, Toyota product helped to deliver most reliable information while people needed to have information amidst chaos and confusing information. It should result in that they could feel TOYOTA is beside them and supporting them as a part of their life.