Toyota Repositions The Brand In The Concept Of ‘Mobility’
Toyota doesn’t just want to be called an automotive brand anymore.
Continuing its evolution as a mobility company with its first-ever global marketing campaign, Toyota has launched “Start Your Impossible” in 24 countries to celebrate the brand’s global sponsorship of The Olympic and Paralympic Games since eight years. Toyota is the first-ever Mobility Partner in the history of The Olympic Partner Program.
The new campaign debuts with a film entitled “Mobility For All” that features real-life stories of individuals of all ages and Olympic and Paralympic athletes, in every stage of life. An additional 15 markets will start running in the months leading up to The Olympic and Paralympic Winter Games in 2018.
The mobility concept is a total shift in the positioning of the brand. Japanese automaker’s fully-integrated campaign highlights the mission to form a limitless society and reinforces the company’s ‘humbleness, hard work, success through challenges, and never giving up’ values.
With the help of Los Angeles and Dallas offices of Saatchi & Saatchi, Toyota has launched a website called mobilityforall.com about this project, where the website is accessible for users with several impairments and aimed to allow all the users to experience the whole content.
While “Mobility For All” is the first creative benefit to roll out globally, Toyota will launch nine additional spots globally that feature inspirational stories, Toyota’s variation of mobility products, a mix of conceptual inventions used for research and development purposes and products that Toyota has assigned to bring to the market.
A list of digital and social elaborations of “Start Your Impossible” that will be available at launch include, relay your challenge and impossible stories.
The “Start Your Impossible” campaign will roll out as TVC, print, digital and out-of-home “Start Your Impossible” creative that aims to start conversations about breaking barriers to achieve dreams.
Chris Schultz, GM for Olympic-Paralympic Marketing at Toyota says,
The vision for the company is to communicate a brand shift from vehicles to overall mobility.
Jack Hollis, Group Vice President and General Manager, Toyota Motor North America commented,
Mobility means something different to every person around the world. At Toyota, we have always defined mobility as providing people with the opportunity to move freely, and we believe the time has come to share our mobility vision and solutions with everyone. I can think of no better stage to announce our evolution as the human movement company than the pinnacle of human movement, the Olympic and Paralympic Games.
At Toyota, we believe that movement is a human right. With the ‘Start Your Impossible’ campaign, we aim to inspire people and as a company, aspire to solve challenges and create solutions to mobility barriers that limit human potential.
The campaign, was born out of an unprecedented move by Toyota and our long-standing agency partners at Saatchi & Saatchi (Los Angeles and Dallas) and Dentsu (Tokyo) that broke down agency walls to collaborate as one integrated team.
The “Mobility For All” campaign seizes the moment in the digital industry. We’re living in an era where cause marketing gains extreme importance, so the brand did a really immersive thing by repositioning.