Toyota launches 'Drive Happy Project' via Saatchi & Saatchi NZ to refine new car buying experience

Screen Shot 2018-04-03 at 8.50.01 am.jpgToyota New Zealand has launched the Toyota Drive Happy Project via Saatchi & Saatchi New Zealand, which is set to transform the way New Zealanders buy and own a new car. The project pioneers a new way of doing business with private and business customers and is part of the changing face of mobility worldwide.

Saatchi & Saatchi New Zealand has created a campaign to bring the Toyota Drive Happy Project to life, personifying the five key new car buying "bothers" Toyota is looking to change.

Says Andrew Davis, general manager of marketing, Toyota New Zealand: "We want to put the pleasure back into buying a new vehicle. With the Toyota Drive Happy Project we are focussing on a more customer-centric approach to the entire ownership experience."

The changes include a transparent drive away price, including all on road costs, consistent nationwide; seven-day money back options; flexible test drive options from a larger pool of demonstrator vehicles at every Toyota store; the ability to customise vehicles online; and, a no pressure, more hospitable sales environment.

Toyota Drive Happy Bothers (1).jpgToyota-commissioned research identified the likes and dislikes about the current buying experience. The top five "bothers" according to the surveyed New Zealanders were - haggling over price, hard sell from salespeople, the time involved in customisation, the test drive experience and buyer's remorse. Each of these "bothers" has been brought to life as an animated character, created by Alt.VFX. 

Says Toby Talbot, CCO, Saatchi & Saatchi: "This project has been many years in the making for Toyota. The Drive Happy Project is a bold and exciting move. The challenging part, was how to bring those apprehensions people face every day to life. In 'the Bothers', I think we have struck a fine balance of relatable fears with a surreal and memorable manifestation of those fears. We're hoping it will bring comfort to every trepidacious car buyer out there."  

The campaign launched on Easter Monday evening and will run across TV, digital, social, print and instore.

Client: Toyota New Zealand
Creative Agency: Saatchi & Saatchi New Zealand
Production Company: Robber's Dog
Director: Adam Stevens
VFX Animation/VFX: Alt.VFX
End-frame graphics: Assembly Ltd. GFX
Sound Design: Franklin Rd
Music Composition: Turning Studios
Media Agency: Starcom


Same said:

Tower Insurance did The Worries not too many years back. It wasn't good either.

The Judge said:

A long-winded and underwhelming way to say something that is a massive change for Toyota.

Personally, I think the PR release by the CEO last week did a better job of explaining the changes.

Off brief? said:

Judge has a point, the big budget 60 seems to underplay what a big change this is, with a montage of existing problems and a little of the solution. Sure there's more to come in the campaign but the expensive bit is shit.

Memories said:

Tower Insurance 'Worries'
St George Bank 'Niggling Doubts'
Fox Sports 'The Knowledge'

Cool it said:

Not a legendary idea but it's far better than most ads and good to see that kind of craft/budget once in awhile. Well done on the SFX monsters, they look great.

Melvin said:

Can't use 'Worries'? Oh, bother!

As they say said:

Saatchi: "Far better than most ads"

Charlie said:

Oh dear.

Toyota CMO said:

Dear Tony,

Where is my product?

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