Driving Engagement: Toyota’s Approved Used Car Campaign

A multi-channel TV and radio campaign for Toyota, promoting their Approved Used cars and nationwide National Used Car Events.

‍Challenge

‍Toyota needed an engaging campaign to highlight the quality and reliability of their Approved Used cars while driving attendance to their National Used Car Events, held across multiple dealerships. The brief required a creative concept that was both visually compelling and adaptable for regional variations.

‍Insight

‍To showcase Toyota’s used cars in a fresh and innovative way, the campaign introduced the concept of ‘Box Fresh’—reinforcing the idea that Toyota’s Approved Used vehicles undergo thorough checks and services to meet high standards.

‍Creative Strategy

‍Happy Hour partnered with Prophecy Unlimited, Toyota’s dealership marketing agency, to develop the campaign. The TV ad combined live-action filming with 3D animation. The commercial featured Toyota models such as the AYGO, Yaris, and Auris undergoing a series of inspections before being sealed in a CGI ‘Box Fresh’ package, visually reinforcing their quality and reliability. To maximise reach, Happy Hour produced eight regional variations of the ad as part of a Sky AdSmart campaign, ensuring targeted delivery to viewers in specific regions. Additionally, a 40-second national radio advert was created to support the campaign, produced in-house with bespoke sound design, voiceover recording, and music mixing.