Saatchi campaign targets second-hand Toyota owners

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Toyota has launched a new campaign illustrating the importance of asking for genuine parts when having vehicles serviced or repaired.

Beware the Dangers of Almost the Same is designed to get second-hand Toyota owners to stop and consider what their mechanic is putting in their car in a more memorable way.

Andrew Davis of Toyota said: “Many owners purchase Toyota vehicles based on strong reliability and resale value. We want Toyota owners to know the best way to maintain these benefits is to ensure that Toyota genuine parts are being used when any work is being performed on their car.

“We wanted to bring to life subtle differences that have less than subtle consequences.”

“Although aftermarket retailers may say their product is the same as genuine there are many ways in which a minor difference can have a large impact, so we’re reinforcing the message that people should always ask their mechanic or repair outlet to fit parts that are the right quality and are exactly right for their car”

Saatchi & Saatchi CCO Toby Talbot said: “Not all car parts are the same. A small difference in quality can have a big impact. We wanted to bring to life subtle differences that have less than subtle consequences, from a foreign language faux-pas to incorrect grammar.”

The campaign will run across social, TV, radio and print with new instalments added throughout December.

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Client: Toyota New Zealand
Chief Executive Officer: Alistair Davis
General Manager UV & Marketing, Executive: Andrew Davis
General Manager Customer Services & Product Planning: Spencer Morris
Manager – Marketing Operations: Susanne Hardy
Team Leader – Marketing Operations: Sonya Coutts
Customer Services Coordinator, Marketing: Katie Moffat
Social Media Coordinator:  Sarah-Kate Sinclair
Agency: Saatchi & Saatchi New Zealand
Chief Creative Officer: Toby Talbot
Creative Director: Guy Roberts
Creative Director: Corey Chalmers
Copywriter: Kim Fraser
Media Agency: Starcom
Production Company: Assembly
Director: Jonny Kofoed

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