Toyota has launched a new brand advertising campaign in Australia designed to reinforce the company’s position at the cutting edge of technological innovation in the car industry.
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Under the new tagline “Can’t Wait For Tomorrow”, the new range of brand advertisements focus on the automaker’s multi-billion dollar investment in researching and developing “over the horizon” automotive technology.
The company is consistently ranked amongst the top three of the world’s car companies in research and development spending and last July announced it would invest $A8.5 billion over the next 12 months on worldwide R&D.
Toyota Australia spokesman Peter Evans, said the new campaign focused on the company’s commitment to innovation and its involvement in Formula One racing.
“Toyota patented its hybrid synergy drive technology – which first appeared in production form on the Prius – and is now selling that technology to other car manufacturers.
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By GlobalData“We are also researching and developing prototype vehicles that can communicate with each other in traffic, recognise their occupants, avoid collisions and produce sports car performance with small car emissions and fuel economy,” he said. “We want people to know about our growing leadership role in R&D.”
“We also want people to know about our commitment to motorsport at a time when Toyota is establishing itself as a growing force in the elite world of Formula One,” he added.
Evans said the company had looked at all aspects of its current image before deciding on the new direction, its first brand campaign in five years.
“Toyota has traditionally had very strong individual brands. As a result, the Toyota master brand has tended to take a back seat,” he said.
“We have also focused a good proportion of our advertising spend on retail advertisements and we felt we needed a brand campaign to communicate our company values to potential customers,” he added.
The new campaign features 30 and 60 second television ads about technological innovation, a series of print ads and three motorsport-based TV ads.
Toyota is one of Australia’s top 10 advertising spenders.
