Toyota Canada has launched “For What Matters Most,” a new brand platform aimed at deepening emotional connections with Canadians. Using its 60th anniversary in Canada this year as a launchpad, Toyota worked with long-time agency partner, Saatchi & Saatchi, to refresh its brand positioning and introduce a new creative platform.
The campaign goal was not to re-invent the brand, but to reframe it in ways that resonate with customers through meaningful and relatable moments that matter most to them, said Cyril Dimitris, vice president of sales and marketing for Toyota Canada.
“For 60 years, the customer has always been at the heart of everything we build and do at Toyota,” Dimitris said. “A vehicle is a big purchase, and we recognize that as much as it’s a rational decision, it can be an emotional one as well. That’s why our goal is to help build the confidence for Canadians to take on any road ahead, so that they can connect to the people, places and things that matter most to them.”
The launch campaign draws connections between enduring friendships, parents building trust and adventures. And while Toyota has a diverse lineup of vehicles that offers choice to Canadians, there was an intentional departure from conventional automotive advertising that emphasize product features and functional messaging of cars, explained Rob Gendron, executive creative director for Saatchi & Saatchi Canada, which is a part of Publicis Groupe.
“This campaign is all about connecting with Canadians on a human level,” Gendron added. “Toyota has always been a trusted part of Canadians’ lives, and our approach was to bring that connection to life through relatable stories that reflect meaningful everyday moments and milestones.”
Anchored by a brand manifesto and three launch spots, the campaign launched with placements on TV, cinema, digital platforms, social media, out-of-home (OOH) and toyota.ca.
