Toyota has launched a new marketing campaign, titled “A Secret Worth Sharing,” to promote its all-electric SUV, the bZ4X. The campaign focuses on spreading awareness that Toyota has entered the electric vehicle market, emphasizing the modern design, advanced technology, and Toyota’s trusted quality, durability, and reliability. Directed by well-known talents, the campaign aims to highlight how the bZ4X is a standout offering in the electric SUV segment.
Key Highlights:
- The bZ4X campaign integrates multicultural marketing for a cohesive approach.
- The campaign includes several commercials produced by Saatchi & Saatchi and Intertrend, featuring unique storylines.
- Media placements span across digital content, influencer programs, streaming platforms, paid social, and out-of-home advertising.
The fully integrated campaign leverages Toyota’s Total Toyota (T2) marketing model, aiming to merge multicultural marketing efforts with mainstream outreach. This cohesive approach brings together agencies like Saatchi & Saatchi and Intertrend to appeal to diverse audiences. The campaign, titled “A Secret Worth Sharing,” conveys the idea that Toyota’s new electric SUV is an exciting discovery, inviting consumers to explore the bZ4X for themselves.
Intertrend’s Collaboration
In partnership with renowned Asian director Tarsem, Intertrend has produced two ad spots that link popular Asian cinema genres with the all-electric bZ4X. The spot titled “Monster” features a monstrous crab taking over a town, where the bZ4X acts as the hero, saving a stranded resident when gas stations are out of commission. Another spot, “Tears,” tells the story of a woman torn apart from her love interest, until she discovers he drives a bZ4X, fulfilling her family’s requirement for electric vehicles.
Saatchi & Saatchi’s Contributions
Saatchi & Saatchi developed two more campaign spots, “Not Made Up” and “Gas Station,” directed by Hannah Levy. In “Not Made Up,” two friends in the city discuss Toyota’s fully electric SUV, with one friend skeptical about the existence of the vehicle. As they walk through the city, the skeptical friend remains oblivious to massive bZ4X advertisements around them. The spot titled “Gas Station” features two friends sitting in a bZ4X. As the passenger doubts the car’s electric capabilities, he amusingly tries to clarify his confusion with the driver.
Extensive Media Integration
The campaign for the bZ4X spans across various media channels, ensuring broad exposure. This includes an extensive influencer program, CTV, digital content, digital video, audio, paid social media, out-of-home (DOOH) advertising, and search ads. Digital video and content partners for the campaign include platforms like Vizio, Prime Video, Roku, and Condé Nast. Specific highlights also include partnerships with Netflix, Trip Advisor, Secret Media Network, Volta, and SiriusXM. The campaign’s paid social components are seen across platforms like Meta, Pinterest, Reddit, and TikTok.
This new campaign, directed by talented filmmakers and supported by robust media placements, aims to position the bZ4X as Toyota’s flagship electric offering, ready to compete in the growing EV market. By combining bold storytelling with diverse digital strategies, Toyota is making a strong statement about its presence in the electric vehicle landscape.
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