Channels    
Client Toyota
Agency Sunday
Title This Way
The challenge

For many years, Toyota was seen as a reliable competitor in the automotive market, attracting customers on rational terms. But recently, that all changed.

Recognising that a fresh approach was required, Toyota's management team set out to develop a new brand ethos that customers could engage with on an emotional level - a brand people aspire to own, and are proud to be part of.

From this, the Toyota brand re-launched under the banner of ‘Always a Better Way': a new tagline highlighting the fact that Toyota designers and engineers are never satisfied, and are always looking and re-looking at things to make them better - even if most people are happy to accept them as standard. Indeed, it is this slightly obsessive but fun and playful spirit of invention that makes Toyota cars great to own and drive.

The challenge

For many years, Toyota was seen as a reliable competitor in the automotive market, attracting customers on rational terms. But recently, that all changed.

Recognising that a fresh approach was required, Toyota's management team set out to develop a new brand ethos that customers could engage with on an emotional level - a brand people aspire to own, and are proud to be part of.

From this, the Toyota brand re-launched under the banner of ‘Always a Better Way': a new tagline highlighting the fact that Toyota designers and engineers are never satisfied, and are always looking and re-looking at things to make them better - even if most people are happy to accept them as standard. Indeed, it is this slightly obsessive but fun and playful spirit of invention that makes Toyota cars great to own and drive.

The solution

Sunday was tasked with relaunching Toyota's customer magazine. Our multi-channel solution: This Way - editorial and video content that engages audiences across print, online and iPad app versions.

This Way is all about celebrating the spirit of creativity and curiosity at the heart of Toyota. Each issue contains inspiring stories of how this approach is changing the world - both within Toyota and beyond. Of course, all new Toyota model launches feature, too - but always with a view to how the vehicle demonstrates ‘Always a Better Way' in action.

The exciting response to the first issue included 7,716 positive actions, such as registering as an interested buyer, requesting a test drive, downloading a brochure and going on to Toyota's main website and social channels.

Results

Reader survey, August 2012

  • 93% would recommend Toyota as a result of reading This Way online
  • 50% have or intend to visit the Toyota website
  • 90% of iPad app users rate their experience as excellent or very good
  • 77% have recommended Toyota as a result of reading This Way magazine
  • 71% read all or most of This Way magazine


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