An integrated campaign from FCB Johannesburg featuring television, radio, print and press advertisements, billboard executions and a digital presence has launched the locally manufactured Toyota Quest to South Africa.
Conceptualised by the creative team of CEO Brett Morris, Tian van den Heever, Melusi Mhlungu and Monde Siphamla, the campaign aims to convince prospective family car buyers that they can now get everything they trust in a Corolla at a price they can afford.
The TVC, shot in one day by Anton Visser of Velocity Films at the FNB Stadium, shows the Quest’s key target market – a young family – seemingly experiencing a groundhog day moment. They repeatedly walk to climb into and drive off in, walk to climb into and drive off in, walk to climb into and drive off in their Corolla Quest before a cut-away reveals two guards rewinding and fast-forwarding the security footage in a bid to identify the stylish car.
The advertisement can be viewed here: http://www.youtube.com/watch?v=Y9VwMjmADP8
Client: Toyota SA – Brand Manager: Natasha Eddie
Toyota SA – Advertising Manager: Xolelwa Nomgca
Creative agency: FCB Johannesburg
Executive Business Director: Mike Di Terlizzi
Group Account Director: Wendy Pringle
Chief Creative Officer: Brett Morris
Creative Director: Tian van den Heever
Copywriter: Melusi Mhlungu
Art director: Monde Siphamla
Strategic planner: Tim Alleman and Ashleigh Albertyn
TV production: Barbara Clark
Media planners: Gwen Bezuidenhout
Production house: Velocity Films
Post-production agencies: Blade, Freq’ncy
Draftfcb South Africa – Brett Morris (011) 566-6000
Draftfcb Johannesburg – Alistair Mokoena (011) 566-6000
Draftfcb Cape Town – Eric D’Oliviera (021) 404-0300
Hellocomputer – David Moffatt (021) 404-0300
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FCB South Africa has a reputation for building South Africa’s favourite brands. That’s probably because we consistently produce South Africa’s favourite campaigns. Founded on ideas that truly connect with real South Africans. Ideas that solve business challenges. Ideas that win awards. Ideas that make a difference to our community, our country and our planet. Ideas that matter.
A network of individually run and managed agencies, FCB South Africa offers full service advertising; data analytics and visualisation; corporate identity, way-finding and packaging design; digital; experiential; promotions; public relations; retail advertising and social marketing solutions.