Toyota Corolla: A legend re-imagined
The new creative campaign has been developed to challenge the way customers perceive Corolla: as a range of vehicle offerings - rather than just a single model.
For the launch of the new-generation Corolla sedan and Corolla Quest models, Toyota South Africa Motors (TSAM) has repositioned its iconic Corolla marque with a new creative direction.
The new creative campaign has been developed to challenge the way customers perceive Corolla: as a range of vehicle offerings – rather than just a single model.
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This is the right direction for the evergreen brand, according to Leon Theron: Senior Vice President of Sales and Marketing at TSAM.
“The Corolla badge has traditionally been associated with the family-based sedan – but that has all changed. Basically, you can now have a Corolla for every member of the family. There’s the value-for-money Quest, the dynamic and performance-orientated Hatch, as well as the versatile, tech-laden and extremely handsome new Corolla sedan.”
Created by FCB Joburg, the campaign showcases each of the three models alongside manufacturing robots, in a 3D makeshift version of the Toyota plant.
The five robots – Mo, Lindy, Clive, and twin brothers Errol and Neville – entertain viewers with relatable workplace banter as they navigate through their jobs as Toyota assembly-line workers.
The ad features a number of instantly recognisable voices of South African comedians – Trevor Gumbi, Gilli Apter, Schalk Bezuidenhout, as well as Jason and Nicholas Goliath – referencing an array of Corolla features while doing their ‘robot thing’ in a light-hearted, yet memorable way.
FCB, which has been TSAM’s advertising partner for more than half-a-decade, was briefed to get South Africans thinking about Corolla as a range of vehicles that ‘Has it All’, and to remind customers just how ‘well-specced’ each model is.
“We are pleased with the creative outcome as it ensures that Corolla remains top-of-mind. The approach to develop a platform with distinctive brand assets that can be executed in a myriad of ways across multiple channels is a winner for us,” says Theron.
These distinctive brand assets will be leveraged across multiple channels, including TV, radio, out-of-home (eg billboards), as well as social and digital media, while still being relevant to each of the Toyota Corolla audiences.
The campaign kicked off with the launch of the Corolla Quest in March 2020, followed by the all-new Corolla sedan campaign in April 2020 and a Corolla hatch campaign towards this latter part of 2020.
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