Toyota Australia has launched its highly anticipated new all-electric vehicle, the bZ4X, on Australian shores through a nationwide integrated campaign.
Spearheaded by a big spot, the campaign was created by independent creative agency HERO, which sees a typical EV sceptic named Barry behind the wheel of an all-new Toyota bZ4X much to the surprise of the entire nation.
With award-winning Australian director Paul Middleditch from Plaza Content at the helm, the spot reassures Australians that the bZ4X is everything that they know, trust and love about Toyota, now with an all-electric engine. Building on more than two decades of hybrid electric innovation, the Toyota bZ4X is engineered to deliver the famed Toyota performance from city commutes to weekend getaways.
The campaign also launches Toyota’s bZ4X platform, Charge On, developed by the brand in conjunction with HERO.
Vin Naidoo, chief marketing officer of Toyota Australia said “With 25 years of electrification heritage behind it, and with Toyota’s much-loved quality, durability and reliability at its core, we are excited to introduce the bZ4X to market through a major brand campaign.”
“Our all-electric bZ range helps our customers to Charge On with confidence, knowing that your car can support you to take your next steps, for your next adventure.”
When asked about the campaign, Shane Geffen, executive creative director HERO said “I think we all know a ‘Barry’, someone sceptical or reluctant to convert to an EV until they find the right car. But Toyota are making it easier than ever to make the switch in style with the bZ4X and we hope our campaign inspires Australia to believe… just like Barry.”
Now live nationwide, the campaign is supported by TV, online video, PR, OOH, radio, digital and social, along with in-dealership activity.
CAMPAIGN CREDITS
CLIENT – Toyota Motor Corporation Australia
Chief Marketing Officer: Vin Naidoo
Snr Manager, Brand Communications: Andrew Wearing
Snr Manager, Brand Communications: Anthony Nobile
Manager Communications – Passenger: Taruna Aguru
Senior Brand Specialist – Passenger: Grace Cheah
Senior Brand Specialist – Passenger: Ben Casagrande
Senior Brand Specialist – Passenger: Burhan Al-Rashid
AGENCY – HERO
Executive Creative Director: Shane Geffen
Creative Director: Andrew Woodhead
Associate Creative Director: Lee Philips
Art Director: Mitch Sutton
Copywriter: Josh Mitchell
Broadcast Producer: Margot Ger
Head of Strategy: Tallon Mason-Kaine
Client Service Director: Richard Hayes
Executive Director: Charlie McDevitt
Senior Business Manager: Issy Kelly
Business Manager: Johnny Lwin
PRODUCTION – PLAZA CONTENT
Director: Paul Middleditch
Executive Producer: Peter Masterton
DP: Daniel Ardilley
POST-PRODUCTION – THE EDITORS
Executive Producer: Nicoletta Rousiano
Producer: Adrian Konarski
Offline editor: Stuart Morely
VFX: Andreas Wanda
