FCB Joburg and Toyota South Africa have collaborated to launch Toyota's new SUV campaign. The teaser campaign was the first for Toyota, which enabled consumers to reserve ahead of the official launch.
According to the duo, Corolla is the world's best-selling car, surpassing 50 million vehicles sold in 2021.
Tasneem Lorgat, senior advertising manager for Toyota South Africa Motors, says, "The Corolla Cross is proudly built in South Africa and will also be the first locally built hybrid model for Toyota South Africa. This, coupled with the ever-increasing shift towards SUVs, makes it a pivotal product for us."
The Corolla Cross has been anticipated with FCB Joburg introducing the public to the Corolla Cross before the car was released with a pre-order campaign.
The teaser campaign, which was a first for Toyota, allowed for vehicles to be reserved ahead of the launch. Now with the Corolla Cross launched, FCB and Toyota want to let South Africa know with a comprehensive launch campaign, says the duo.
Lorgat adds, "To launch the Corolla Cross we tasked FCB to produce a campaign unlike any other. We needed to showcase how the Corolla Cross is a car for all South Africans and is packed with features to enable you to cross your lifestyle boundaries."
'Cross Boundaries' is the strapline for the campaign and the four hero content pieces aim to bring that line to life. Across the four films, viewers see the Corolla Cross in different scenarios, crossing various boundaries, for the purpose of demonstrating the SUV’s capabilities and telling fun stories.
Individuals can view the four hero content pieces here.
Executive creative director Tian van den Heever says, "We're all incredibly excited about the launch of this campaign and this vehicle. We love the ads and we think they do a wonderful job of showing how the Corolla Cross can cross boundaries and take you to the next level."
Copywriter, Matthew Holt Shafto, concludes, "People are complex. They can't be put into boxes. People don't just want a car that's great for the school run or a car that they just take into the bush; they want both and the Corolla Cross offers you that. That's why the campaign line is Cross Boundaries."
For more information, visit www.fcb.co.za. You can also follow FCB Africa on Facebook or on Twitter.