Toyota Ireland Announces New Brand Purpose

Toyota Ireland have announced the launch of its new ‘Built for a Better World’ brand platform and advertising campaign, and with that, its intention to develop and roll-out a series of major brand marketing initiatives designed to create a meaningful difference for the people of Ireland with a concerted drive to creating a better future for all.

Since it launched in Ireland in 1972, Toyota has been synonymous with producing the best built cars in the world, with an emphasis on quality, reliability, durability and value which is reflected in global quality surveys. Beloved by Irish families over the decades, Toyota is now moving to the next phase of its evolution as it focuses on delivering game changing innovations and initiatives that will make a real and credible impact on the key future issues that face Irish families and motorists.

Underpinned by a multi-million Euro investment, ‘Built for a Better World’ will not just serve as the brand’s new advertising brand promise, but will also embody the foundation of everything it does going forward, from sales, customer service and dealer experience, right through to its brand initiatives which will begin to roll-out from January 2017.

New Hybrid Advertising Campaign

To launch the new brand platform, Toyota commissioned its advertising agency Javelin to create a Hybrid TVC as the centre point of its new multi-platform advertising campaign. The core idea of the ad is to parallel Toyota’s own hybrid journey with the creative narrative of a dad and his young son who take a road trip from Dublin to Donegal to see the Northern Lights at Fanad Lighthouse.

That journey began 20 years ago, when Toyota had a dream of more fuel efficient cars and cleaner air for everyone. The competition dismissed hybrid. Now there are 9 million Toyota hybrids on the roads with 15 million projected by 2020. As the competition are now racing to catch-up, Toyota is racing ahead to a future where harmful emissions will be a thing of the past and to ensure we don’t have to wait another 20 years, Toyota is sharing its 5,680 hydrogen patents with the competitors for free. Because someone has to lead.

The Hybrid commercial was shot in October on location in Dublin, Louth and Donegal and features stunning shots of Ards Forest Park, Glenveagh National Park and the night starcsape at Fanad Lighthouse. The ad titled “Built for a Better World” was directed by Brian Williams with Butter Production.

Williams began his career on U2’s ground breaking Zoo TV / Zooropa tour and designing the iconic multi-award winning Zooropa album cover. His work has won acclaim for its refined use of traditional and digital filmmaking, and he won an Epica award this month for his work directing the recent pan European Bridgestone advertising campaign.

Commenting on the announcement, Michael Gaynor, Toyota Ireland’s Marketing Director said:

“As Ireland’s most loved family car brand and a company that holds the Kaizen principal of ‘continuous improvement’ near and dear to our hearts, we believe we have a responsibility to lead change and positively contribute to the enrichment and betterment of the lives of Irish people in a truly meaningful way.

“Our vision is to create a more environmentally sustainable future by offering a wider choice in mobility solutions for commuters and motorists including hybrid, plug-in hybrid, fuel cell vehicles and car sharing programmes like YUKO which we launched earlier this year.

“But we want to go further than that. It is our belief that we can leverage the strength of our national dealer network and our inherent relentless, inventive and considerate spirit to help create a better future for Irish people and the communities in which they live. The launch of the new TV Hybrid ad is the first step in bringing our ambitious brand vision to life and we look forward to providing further details on the ‘Built for a Better World’ initiatives that we will be rolling out in Ireland in 2017.”

About Toyota Ireland

Introduced into the Irish market in 1972, Toyota Ireland is a 100% Irish owned company responsible for the sale and distribution of Toyota passenger and commercial vehicles through its network of 47 dealerships located throughout Ireland. Toyota is the market leader in Hybrid technology and sales with a 140% increase in Hybrid sales in 2016 on last year. Toyota Ireland and its Dealer network employ 1500 people.

About Toyota Motor Corporation

Founded in 1937, Toyota Motor Corporation has grown to become the largest car company in the world. Toyota has been voted the most admired motor vehicle company globally and ranks first for quality and social responsibility within the car industry.