• by Tanya Gazdik , October 29, 2024

A campaign for the Toyota bZ4X aims to spread the word that, yes, Toyota does indeed make an all-electric vehicle.

The effort, themed “A Secret Worth Sharing,” shows how the bZ4X “blends modern design with advanced technology specifically developed to simplify zero-emission driving, backed by the quality, durability and reliability of a Toyota,” says Mike Tripp, group vice president, Toyota marketing, Toyota Motor North America. 

The last bZ4X campaign debuted in May 2023 after being delayed 11 months due to production issues. The automaker played up its breadth of electric offerings in the “Electric Diversified” campaign in September 2023, which features the bZ4X. 

Toyota offers more low and zero emission vehicles combined than any other automaker including battery electric, hybrid electric, plug-in hybrid electric and fuel cell electric offerings, Tripp says.

The campaign was developed using Toyota’s long-standing Total Toyota (T2) marketing model. The T2 model integrates efforts to create a cohesive marketing approach inclusive of multicultural marketing and the mainstream market. The T2 agency team on this effort includes Saatchi & Saatchi and Intertrend.

Intertend connects popular Asian cinema genres to showcase the all-electric Toyota bZ4X as the hero who saves the day in the first two 30-second spots. 

“Monster” features a giant crab taking over the town, rendering all the gas stations out of commission. A man in a bZ4X approaches a frightened woman and rescues her by offering her a ride. In “Tears,” a tearful woman expresses that she cannot be with her true love because her family only drives electric vehicles. She then discovers that he drives a bZ4X.

Saatchi & Saatchi created two additional 30-second spots, “Not Made Up” and “Gas Station," which feature a pair of friends, one of whom doesn’t believe Toyota makes an electric vehicle. 

The effort includes a “robust” influencer program, CTV, digital content, digital video, audio, paid social, DOOH and search. Digital content/video includes partners such as Vizio, Prime Video, Roku and Conde Nast. Partnerships/programming highlights include Trip Advisor, Netflix, Secret Media Network, Volta,and SiriusXM. Paid social runs across Meta, Pinterest, Reddit and TikTok.

Jeff Buchanan, Toyota’s vice president of marketing and communications, told Bloomberg that two-thirds of bZ4X drivers are new to EVs, and roughly half already own a Toyota.