If you own a car it means that you’ve already experienced all the stress that comes along with buying it. Focused mainly on a juicy commission, salespeople almost force you to buy a new car, even if you are not 100% sure about it.
Car brand Toyota is committed to eliminating such pressure customers have to go through when buying a new vehicle. With this in mind, the car manufacturer launched the Toyota Drive Happy Project, a customer-centric program specifically designed to transform the buying process and make it more enjoyable.
According to Toyota New Zealand, there are five things that bother people when they want to purchase a new car: the process is time-consuming, haggling over the price is common, there’s a huge pressure to buy, and the test drives are way too short. And if these weren’t enough, the buyers’ remorse pops up into the scene, just to make the experience even more unpleasant than it already is.
These things can get so annoying that Saatchi & Saatchi New Zealand decided to give them a chance to ‘present’ themselves. The agency personified these burdens and turned them into some cute, hairy creatures the creatives generically call “bothers.” With the help of Alt.VFX, these supernatural entities take the shape of animated fluffy characters that faithfully mirror customers’ dislikes with the buying experience.
The spotlight drops with a one-and-a-half-minute-long video that shows all the states prior to buying a car. You’ll experience feelings from “that’s so pretty” to “I can’t wait to get over it.”
In less than two minutes, two Chewbacca-like characters and a Furby-inspired creature bring to life every negative feeling a client goes through when planning to make a big purchase. But don’t let yourselves be fooled by our protagonists’ cuteness, because their main role is to obstruct the sales process, not to simplify it.
Luckily, the customer we’re following passes through a Toyota dealership door. In there, the bothers’ spells have no power, so the soon-to-be car owner gets a plenty of time to learn about the brand’s new retail experience. Plus, the potential buyer is greeted with a 24h drive test option as well as a seven-day money back offer, provided a few conditions are met. And this just sounds way more pleasant!
Other options that are part of the Toyota Drive Happy program include more transparent prices in all its stores, all on-road costs included, the possibility to build your car online, a wider selection of cars, and a more hospitable sales environment.
Speaking about the campaign, Toby Talbot, CCO of Saatchi & Saatchi, said in the press release: “This project has been many years in the making for Toyota. The Drive Happy Project is a bold and exciting move. The challenging part was how to bring those apprehensions people face every day to live.” He further adds that “In ‘the Bothers,’ I think we have struck a fine balance of relatable fears with a surreal and memorable manifestation of those fears. We’re hoping it will bring comfort to every trepidacious car buyer out there.”
The campaign went live on Easter Monday and will be visible in different formats such as print and in-store. Also, the ad will run across TV, digital, and social.
Credits:
Client: Toyota New Zealand
Creative Agency: Saatchi & Saatchi New Zealand
Production Company: Robber’s Dog
VFX Animation/VFX: Alt.VFX
End-frame graphics: Assembly Ltd. GFX
Sound Design: Franklin Rd
Music Composition: Turning Studios
Media Agency: Starcom