Toyota: ToyoTimes

Toyota, a car manufacturer, transformed its brand image in Japan into that of a company that facilitates travel for all.

Background & Context

With the automotive industry entering a once-in-a-century period of profound transformation, Toyota Motor Corporation set a goal to transform itself from an automobile manufacturer to a mobility company that makes traveling unrestricted for everyone.

Campaign Objectives

In order to achieve such a transformation in these turbulent times, it was essential that internal and external parties shared a desire to work as one team.

For that reason, in addition to increasing customers and fans who buy Toyota vehicles, the company aimed to create a true cheering squad that included employees and related individuals who understood Toyota, supported Toyota...

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