Toyota After Sales
Historically, Toyota After Sales had not been the main focus of the Toyota marketing division. Toyota understood that to improve retention, they needed to address the full customer cycle, understanding the importance of the wider customer journey, from purchase, to the care and service of that vehicle, through to when that customer is looking for a new car again.
Toyota’s brief to Jellyfish was to re-brand the After Sales area of their business, delivering an innovative message which was true to the company.
Jellyfish set to work on developing an idea that encompassed the Toyota brand, making customers understand the care and passion their mechanics and support staff have when looking after their Toyota. The ideas from numerous agencies were submitted and run through qualitative market research groups.
The response was conclusive. The idea that Jellyfish put forward was the resounding winner. Jellyfish were appointed strategic and creative partner and got to work.