Toyota's All-Electric bZ4X Campaign Spreads the Secret
Toyota launches a new marketing campaign titled 'A Secret Worth Sharing' for its all-electric bZ4X SUV. The campaign aims to raise awareness that Toyota produces an electric vehicle, featuring multiple creative spots developed through Toyota's Total Toyota (T2) marketing model.
The campaign includes two spots by Intertrend directed by Tarsem, 'Monster' and 'Tears', and two 30-second spots by Saatchi & Saatchi, 'Not Made Up' and 'Gas Station'. The integrated campaign extends across various platforms including influencer programs, CTV, digital content, paid social, and search, with partnerships including TripAdvisor, Netflix, and SiriusXM.
- Launch of comprehensive marketing campaign to increase brand awareness for electric vehicle offering
- Multi-channel marketing approach across various digital platforms and partnerships with major media companies
- Indicates potential low market awareness of Toyota's electric vehicle offerings
- Campaign necessity suggests possible challenges in EV market penetration
Insights
The bZ4X marketing campaign, while extensive in its media placement strategy, is unlikely to significantly move the needle for Toyota's stock in the near term. The campaign's self-deprecating approach of acknowledging Toyota's late entry into the EV market through "secret worth sharing" messaging indicates the company's defensive position in the EV space. While Toyota has strong brand recognition, they're playing catch-up in a market where Tesla, BYD and other manufacturers have established strong footholds.
The multichannel approach targeting diverse demographics through culturally-tailored content shows strategic thinking, but Toyota's EV sales numbers remain modest. The bZ4X has faced previous recalls and production challenges and this marketing push alone won't address fundamental market positioning issues. For a
The campaign aims to raise awareness of Toyota's all-electric SUV
Experience the full interactive Multichannel News Release here: https://www.multivu.com/toyota/9299651-en-toyotas-all-electric-bz4x-a-secret-worth-sharing-campaign
"The bZ4X campaign highlights how Toyota's all-electric SUV is a secret worth sharing," said Mike Tripp, group vice president, Toyota Marketing, Toyota Motor North America. "The bZ4X blends modern design with advanced technology specifically developed to simplify zero-emission driving, backed by the quality, durability and reliability of a Toyota."
The fully integrated bZ4X campaign was developed using Toyota's long-standing Total Toyota (T2) marketing model. The T2 model integrates efforts to create a cohesive marketing approach inclusive of multicultural marketing and the mainstream market. The T2 agency team includes Saatchi & Saatchi and Intertrend. The campaign spots are highlighted below:
In partnership with world-renowned Asian director, Tarsem, Intertrend connects popular Asian cinema genres to showcase the all-electric Toyota bZ4X as the hero who saves the day. In the spot "Monster," a monstrous crab has taken over the town, and all the gas stations are out of commission. A man in a bZ4X approaches a frightened woman and rescues her by offering her a ride. In "Tears," a tearful woman expresses that she cannot be with her true love because her family only drives electric vehicles. She then discovers that her true love drives a Toyota bZ4X, which is even better.
Saatchi & Saatchi created two 30-second spots, "Not Made Up" and "Gas Station," directed by Hannah Levy of Tool. In "Not Made Up," a pair of friends in the city point out Toyota's fully electric SUV, though the other friend is skeptical Toyota even makes one. As they walk through the city, they see the world is full of massive ads for the bZ4X that the doubtful friend is oblivious to. The spot "Gas Station" opens with two friends hopping into a bZ4X parked on a tree-lined city street. As the passenger doubts the SUV is all-electric and doesn't need gas, he assumes it's a simply a misunderstanding, and desperately tries to clarify with the driver.
Media Placements
The bZ4X campaign is a fully integrated campaign extending across a robust influencer program, CTV, digital content, digital video, audio, paid social, DOOH, and search. Digital content/video includes partners such as Vizio, Prime Video, Roku, and Conde Nast, among others. Partnerships/programming highlights include Trip Advisor, Netflix, Secret Media Network, Volta, and SiriusXM. Paid Social runs across Meta, Pinterest, Reddit, and TikTok.
The campaign spots are available for viewing here. For images and credits, please click here.
For more information on Toyota's bZ4X, please visit Toyota.com/bz4x/.
About Toyota
Toyota (NYSE:TM) has been a part of the cultural fabric in the
Toyota directly employs nearly 48,000 people in the
Through its Driving Possibilities initiative, the Toyota
For more information about Toyota, visit www.ToyotaNewsroom.com.
Media Contacts:
Paul Hogard
Toyota Motor North America
469-292-6791
paul.hogard@toyota.com
Ava Weaver
Saatchi for Toyota
ava.weaver@saatchi.com
View original content:https://www.prnewswire.com/news-releases/toyotas-all-electric-bz4x-campaign-spreads-the-secret-302287687.html
SOURCE Toyota Motor North America
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