Toyota is a multinational automotive producer identified for producing a variety of autos, together with automobiles, vehicles, and hybrids. Toyota can also be concerned in different sectors equivalent to robotics, monetary providers, and the manufacturing of engines and industrial gear. The firm operates manufacturing crops and analysis and improvement facilities around the globe, making it a outstanding participant within the world automotive business.
Content Champions is a phase throughout MARKETING-INTERACTIVE’s Content360 convention in Singapore during which we spotlight manufacturers who’ve made vital influence within the content material advertising area by means of their campaigns. This marketing campaign was first shortlisted for Marketing Excellence Awards 2023 and was additional evaluated by the editorial staff at MARKETING-INTERACTIVE to make the shortlist.
Campaign: TOYOTA LOFI DRIVE BEATS – Sounds & Rhythms of a strong perception
Brand: Toyota Indonesia
Challenge
Toyota Indonesia has established itself because the chief within the Indonesian automotive business. However, Toyota faces a problem in capturing the eye and loyalty of the youthful era of automotive patrons. The transactional options alone not totally resonate with their model consideration course of, notably because the Toyota model is usually related to “predictable middle-aged males preferring stability”. To keep forward of the competitors and win over this youthful demographic, Toyota recognised the necessity for a recent strategy.
Strategy
In an business the place conventional mediums equivalent to TV commercials, billboards, and brochures are crammed with purposeful and feature-oriented product highlights, Toyota sought to interrupt the mould and forge a brand new reference to the subsequent era of automotive patrons.
Rather than counting on the traditional path of superstar endorsements, Toyota aimed to experiment with authentic inventive content material that resonate with the youthful audience on a deeper degree. They perceive that merely following the gang won’t set them other than their rivals.
By departing from the norm and exploring progressive avenues, Toyota Indonesia sought to craft commercials that seize the eye and creativeness of the youthful era. They perceive that this demographic craves recent, genuine, and authentic content material that goes past the predictable.
Pandemic or not, music is without doubt one of the most common languages for younger Indonesians. When work-from-office grew to become work-from-home, Indonesians spent increasingly more time listening to music to uplift their temper whereas being confined to the 4 partitions of their properties. A brand new conduct emerged. Instead of streaming from music platforms, many younger Indonesians had been getting their every day dose of music from video platforms due to “Lofi Playlists”.
Lofi stands for low-fidelity, a style of digital music that’s characterised by blended components of home jazz and easy-listening beats, typically set in looping scenes with anime (Japanese animation) aesthetic. Indonesian social media was laced with feedback claiming that the dreamy audio and relaxed retro sounds of Lofi have helped them soldier by means of the pandemic.
They tune in to movies of music playlists enjoying to accompany their actions equivalent to learning, working, making morning espresso, and different day-to-day actions.
Execution
Toyota leveraged on that conduct and created Toyota Lofi Drive Beats playlist movies – bringing out a singular expertise, pairing the rhythms of clean, laidback Lofi music with the last word enjoyment of GR Yaris and GR Supra, giving audio pleasures to drive model relevance to youthful goal audiences for Toyota.
Two initially composed soothing Lofi playlists had been created to accompany customers examine, work, do chores and calm down, actually making Toyota a part of its audiences’ on a regular basis lives and ship a recent strategy in driving model relevance.
A complete of 40 authentic songs had been composed to match the vibes from its visible imageries, portraying atypical Indonesian moments and settings within the hustle and bustles of Jakarta and the calmness that’s Bali.
Check out the opposite winners right here.
https://www.marketing-interactive.com/content-champions-toyota-indonesia
