Toyota — Seek Adventure and Go Places
Toyota’s latest campaign “Never Settle” launched on Oct. 3 and is scheduled to run through February 2023.
According to Lisa Materazzo, the Group Vice President for Toyota Marketing at Toyota North America, “Toyota has created varying degrees of brand work that helped build familiarity with Toyota, but this is the first time they created a campaign of this scale. Most Toyota campaign are vehicle-focused and highlight individual vehicle attributes. This brand campaign is designed to complement our vehicle-specific advertising through storytelling that represents our brand beliefs and identity.”
In the commercial video for “A New World,” an actual family was featured where a couple was heading home from the hospital after having a baby. The father is seen driving a Toyota Sienna in a busy world with endless opportunities and adventures.
Let’s Go Places
Toyota’s “Never Settle” campaign caught my eye because it is innovative and different. Unlike traditional campaigns that give an overview of car features, this new brand campaign uses storytelling to advertise Toyota’s products. There is a total of seven broadcast commercials and each campaign will tell a story with a different car while also focusing on a different chapter in a person’s life. Toyota believes that life is bigger when you seek adventure and go places.
I think the campaign’s use of storytelling is a great way to differentiate Toyota from other car brands that highlight new features to advertise the latest car. Storytelling can persuade and motivate potential customers through an experience from a story. It can make it easier for others to remember the brand and think about it when they need your product or service. When a story is relevant, it resonates and appeals to customers and make them more likely to make a purchase. Storytelling helps Toyota personalize their brand and form a deeper connection with current and prospective customers. From this, customers can also engage with the brand, learn more about the brand, the products, and their values.
As you may know, Toyota is considered one of the most reliable car brands. With this new campaign, Toyota is inspiring people to live life to the fullest and to go places with their vehicles. Their cars not only help you go to places, but also help you go places in life. Toyota’s campaign challenges people to think differently and encourages people to pursue their dream because sometimes it can be about both the physical destination and the journey.
When it comes to a dependable vehicle that lasts a long time, Toyota’s got it. In the comments section under Toyota’s tweet, there are many comments about used Toyota cars with a lot of mileage or cars that still work well from a few decades ago.
Toyota wants people to use their cars as part of their journey to make memories. The meaning behind all the campaigns from Toyota connect back to the qualities and values of the Toyota brand. Overall, I believe that the use of storytelling to complement vehicle-specific advertising is a great marketing strategy to get and convert potential customers.
Never Settle.
Push forward and go places with Toyota.
