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The&Partnership and Toyota “The Priorities : Buy now, pay in 2021”

The&Partnership and Toyota unveil the latest Yaris campaign named “Priorities”, a spot shot with phones and entirely made remotely in lockdown from creation to shooting and post-production, also as the shooting which has been digital only.


As a car manufacturer, Toyota wanted to stay away from a typical promotional offer and imply the end of lockdown in a light manner by talking about people being free to move again.


Ludovic Billiet, Marketing Director at Toyota France: “With this campaign, we wanted to offer the right answer to our prospects who are looking for mobility first and foremost and also help with the recovery effort. “


In a succession of scenes, people are sharing with us what will be the first thing they do when out of this lockdown, who they are going to meet up with, where they are going to go, what they’ve missed the most these last two months.


“It’s very brave for car manufacturer to accept the fact that buying a car is not the priority for most people!” says Arnaud Labille, Creative Director at The&Partnership.


The brand was able to tailor an offer allowing people to get their car but without the burden of paying for it straight away: Drive it now and pay in 2021. The Yaris, a compact city car produced in France was picked to launch this special offer.


The campaign will be on TV, print, radio with some social content as well


The&Partnership France is orchestrating the advertising campaign, which marks Toyota’s come back on screens, thanks to its unique model of integrated agency working as one team: creative, media strategy and social media platforms management.


Each asset has been conceived to complete and improve each other bringing added value at each step of the purchase funnel: from awareness to conversion. All owned and paid media channels have been synchronized using our knowledge of audience planning and executing it through [m]platform.


Our paid media strategy is built on Toyota’s first party data extended on affinity and behavioral segments. The heart of this campaign, for the digital side, is executed through [m]platform which enables us to better address our audiences and while keeping control on the quality of broadcasting.


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