Saatchi & Saatchi NZ unveils New Zealand as one big Toyota ad

Saatchi & Saatchi NZ, together with Spark Foundry NZ and Digitas NZ, launched the next chapter of Toyota’s brand platform ‘Let’s Go Places’. This latest campaign was inspired by the fact that one in four vehicles on New Zealand roads is a Toyota - meaning any intersection across the country could be a real-life ad for Toyota.

First introduced three years ago, Toyota’s original ‘Let’s Go Places’ brand platform envisioned the future of mobility. This follow-on campaign highlighted the progress they’ve made with New Zealanders on their mobility solution journey.

Susanne Hardy, Toyota New Zealand Assistant Vice President said, “Mobility is changing, as is the way people can access it. That’s why we are evolving from a car company into a mobility company for the future. We’re providing access to vehicles from various power-trains, in a number of ways. From hard working four-wheel drives to all electric cars, whether a customer is buying, leasing, renting or hiring by the week or the hour. ‘Let’s Go Places 2.0’ is about showcasing some of the many solutions we’re offering our customers and the role Toyota plays in connecting New Zealanders.”

Steve Cochran CCO at Saatchi & Saatchi NZ said, “Showcasing every Toyota proof point in a single commercial could have easily turned into a manifesto-style ad, and we wanted to avoid this. Striking upon the idea of instead having all these proof points coincidently at an intersection provided a far more engaging concept to explore. From there we embraced a playful approach that lets the full range of Toyota’s innovations - from hybrid models to mobility services - shine through.”

Spark Foundry NZ led media planning, and Digitas NZ led customer experience and content design.

Read more about the work here, and watch the TVC here.