Toyota New Zealand goes all out to capture consumers’ car buying frustrations by turning those woes into creatures straight out of “Where the Wild Things Are.” A new spot from Saatchi & Saatchi New Zealand depicts various people on the verge of making that big purchase, but they’re held by fantastical beasts. The “pressure to buy before it’s gone” is a head-poking nuisance, for example, while the “I can’t get away to buy a car” excuse manifests as a white, hairy hanger-on.
Produced out of Robber’s Dog, the ad promotes Toyota’s “Drive Happy Project,” which aims to take the angst out of buying a car. Under the program, Toyota will offer the same transparent pricing at all dealerships across the country, and it promises access to a wider selection of vehicles to remove the strain of having to choose from a single dealership’s inventory. The carmaker is also offering flexible test drive options so potential buyers aren’t limited to just a ten-minute drive around the neighborhood, as well as a seven-day money back option, provided certain conditions are met.
Around the world, the brand has been trying to innovate around its relationship with customers. In Japan, for example, Toyota has tried to connect with younger drivers by opening up a hybrid cafe and ride-sharing outlet.
By Ann-Christine Diaz
Source: http://creativity-online.com/work/toyota-drive-happy-project/54252