"The purpose of '#ToyotaStoriesSA' is to continue to build brand love, and to show the Toyota community how much they and their loyalty to the Toyota brand are appreciated," says Toyota social media community manager, Naniwe Mthimkhulu.
"Toyota fans regularly share their extraordinary passion for their Toyota vehicle by posting photographs to our social channels. The '#ToyotaStoriesSA' and 'Snooze' campaign, conceptualised by FCB Joburg, takes these stories and packages them as a short music video with music choice and words reflecting the persona of the fan and his or her Toyota," Mthimkhulu adds.
"This fun, quirky and memorable content is housed on Facebook, Twitter, Instagram and Instagram stories and celebrates the love Toyota fans have for their cars. It’s also a shoutout from Toyota to acknowledge this passion," Mthimkhulu says.
The first '#ToyotaStoriesSA' video —
Jitesh and his Corolla — went live in March 2018 and drew a response of over 90 000 YouTube hits and 1 400 000 impressions on social channels. It was followed by a second —
Anchal and her Hilux — while three others punctuated the remainder of the year.
FCB Joburg creative director Tian Van Den Heever says, "Julia’s Conquest featured octogenarian and intrepid explorer, Julia Albu, who travelled from Cape Town to London through Africa in her trusty 20-year-old Toyota Conquest ‘Tracy’ to create awareness for Shine Literacy. Her reggae-themed video generated 30 826 views on YouTube."
"Then,
Thato from Pretoria and his RunX attracted 76 968 views, while the final chapter for the year, inspired by the Instagram fan page @ToyotaTribe, provided Snooze with the content he needed to create a very entertaining
Christmas Carol and generate a further 66 047 for '#ToyotaStoriesSA'," Van Den Heever adds.
"And now, the 2019 chapters have kicked off with none other than Kaizer Chiefs Football Club. Toyota is the official vehicle sponsor for the team and its starry players, and the piece they have filmed is utterly awesome. The players sing along with Snooze in traditional locker room pre-match prep tradition – goose bump stuff," he says.
"Filmed at the Kaizer Chiefs village in Naturena by Fuel Content, it’s a little taste of what else is to come in 2019 from #ToyotaStoriesSA. Watch this space," Van Den Heever concludes.