TOYOTA
FAM REPLACING RANGE
Range is a necessity. More products equal more profits. But it's a cold proposition. More often than not, the product difference lies in the data. This info helps, if you're warm. But if a person is freezing, an emotive connection is needed. For Toyota, we changed range to family.
Personification helps with self-identification. Ah-that-personality sounds-just-like-me-type syndrome. By humanising the cars, we could communicate performance, features and spec in terms of character and behaviour.
COLOMBO
LONDON