Toyota is aiming to appeal to a new generation of buyers with an SUV set to stand out in a cluttered category.
BWM Dentsu has created a funky new campaign for the Toyota C-HR that features fashion, music and a new tagline – Thrill of the Next.
The ad is aimed at young cosmopolitan Aussies with a never-ending thirst for the next big thing.
The campaign’s hero commercial shows off the C-HR’s design, technology and performance as the car moves a young couple from one experience to another.
Toyota CMO Wayne Gabriel, who recently replaced Brad Cramb, says the car is a new direction for Toyota in the SUV category.
“In more ways than one, C-HR represents the next. The C-HR is a new direction for the sub compact SUV category and a new direction for Toyota. It will appeal to a whole new generation of Toyota buyers and delivers the style, technology and performance that consumers in this market are looking for," he says.
“This campaign showcases the style and innovation of the vehicle in a way that will really grab our target market’s attention."
BWM Dentsu Sydney ECD Asheen Naidu agrees the new ad is a bold move for the brand.
“Thrill of the Next is a creative platform that leads to endless exciting opportunities. This is just the first step towards a bold new future for Toyota as a brand," he says.
The campaign includes online content exploring the C-HR’s capabilities, as well as OOH, print, digital, social and virtual reality.