Owning a Toyota is much more than the drive – it is about the total peace of mind that comes from knowing the manufacturer has got your back – every step of the way, for the lifetime of ownership. It’s an OddfellowsDentsu insight that has lifted Toyota’s brand perceptions above the competition to help maintain its market dominance through superior ownership experiences from finance to servicing to exceptional resale.
This campaign is all about putting a happy, welcoming face to Toyota and the car buying experience. Over the last couple of years as our dealership concierge, Zoe has helped Toyota achieve market-leading sales figures event after retail event.
Her inviting demeanor has changed the landscape in automotive retail advertising. So much so that several competitive brands have tried hard to emulate her in their advertising, but they can’t compare to her easy, warm style.
The sheer marketing muscle of the major brewers was crowding out authentic craft beer makers such as 4 Pines.
To ignite people’s passion for genuine craft beers versus those mass-produced ‘craft beers’, OddfellowsDentsu developed the concept, names, packaging design and social media driven campaign based on genuine beer history titled: Meet the bastards: 200 years of brewing history in a box. Was it successful?, Well, all stock sold out within 5 days of launch.
When people are looking for a used car, the first place they go to is an online classified site.
Here they wade through hundreds of vehicles on offer – without really knowing the vehicles’ histories.
A Toyota Certified Used Vehicle on the other hand comes complete with thorough background checks, service history and the backing of Toyota.
To help people appreciate the risks of buying a second hand car from just anyone, OddfellowsDentsu created a content campaign called ‘The Perils of the Private Sale’.
It rapidly became Toyota’s most viewed piece of content – with over 1.2 million Youtube views, and more importantly, it helped lift Toyota’s Used Vehicle sales by 600%.
Since joining the team in 2005, Andrew has overseen work for all agency clients including Toyota, Lexus, Australian Egg Corporation, and Atlantis Energy. Andrew brings a wealth of business strategic experience to the agency – having worked at Leo Burnett’s for 14 years both in Sydney and London on a wide range of accounts including Diageo, Morgan Stanley Dean Witter and AMP.
Heading up the creative team is Wayne Maloney. Wayne has over 25 years experience under his belt including senior gigs at Mojo, O&M, Clemenger, DMB&B. During this time he has created award-winning campaigns for clients including Westpac, Qantas, Southcorp, Nestlé, Lion Nathan and Toyota.
With over 15 years experience in the industry, Karl has led strategy development at agencies such as Grey and Saatchi & Saatchi in Germany and UK. During his most recent stint as National Planning Director at McCANN, the agency became the 3rd most effective in Australia, winning multiple awards including an Effectiveness Grand Prix at Cannes.