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Toyota launches all new Signature Class Campaign


Toyota New Zealand steers attention to their Thames plant in an all new TVC capturing the commitment and character behind their used vehicle refurbishment operations.

Featuring a number of familiar faces since the previous instalment dating back 10 years, the story continues with the Thames plant workers charming centre stage once more, taking Kiwi viewers on a tour of the numerous checks and processes each car must go through before it’s worthy of carrying the Signature Class badge.

Toyota New Zealand’s general manager of marketing, Andrew Davis, says he is rapt with the work that has been developed in collaboration with Saatchi & Saatchi and Kevin Denholm.

“This campaign was centred on how important it is to provide high quality and reliable Used Vehicles for New Zealand motorists.

“The unique difference for Toyota Signature Class is that every car is meticulously cared for by people who have a strong spirit, focus on constant improvement and take a huge amount of pride in their work. They are fantastic products and it’s easy to see how it all comes together when you are at the Thames facility - the big challenge for Kevin and the Saatchi’s team was to capture this in their creative!

“Like all of our marketing, it was also important to recognise that we are a local brand that are proud of the unique work that Kiwis do and I think this campaign has been able to show this whilst capturing the honesty and humility of a group of people that really enjoy what they do,” says Davis.

The campaign aired for the first time on Sunday night and will run across TV, digital, press and point of sale.

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