Driving success with one brilliant brand idea

Toyota, one of the UK's biggest car manufacturers and retailers approached Jellyfish in search of a strategic and creative partner.

That partnership involved delivering a complete brand refresh for their After Sales division, which included a website refresh, UX activity, SEO, display advertising and print.

The overarching brief was to raise awareness of the post sales care and the services offered to Toyota owners.

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.

Toyota Loves – what was the concept?

The Toyota Loves concept takes the love, care, and attention shown by the Toyota employees when servicing vehicles and dealing with customers.  Toyota Loves’ demonstrates how much the company genuinely cares for every Toyota – and every owner.

Jellyfish ran brand immersion sessions, visiting a number of Toyota dealerships to meet the teams, understand the look and feel of the garages and also the opportunity for new marketing collateral.

The idea behind Toyota Loves was to celebrate the people working to take care of your car. The unsung heroes who give their all, to make sure your car is safe, comfortable and performs as it should, day after day.

Toyota’s first deadline to Jellyfish was to present the campaign and the assets to the hundreds of Service Centre staff at their annual BRIT (Best Retailer in Town) awards. Toyota had hoped that 40% of franchises would sign up to the new email marketing campaign and collateral, they were astounded when over 80% loved the idea so much they opted in.

The assets created by the Jellyfish team included a re-skin of the After Sales and center websites, to include visuals and copy.

The Toyota Loves platform presented by Jellyfish immediately worked for the team. It’s simple, warm, flexible & directly powerful, and it aligns itself well to the brand as we strive to communicate the genuine care & attention that Toyota gives customers.

Nellie Melbourne Retention Manager at Toyota GB

Working in Partnership

Jellyfish have worked closely with media agency EMO who control media purchasing and placement and look after the Toyota's central marketing. This relationship has worked really well and has helped the client deliver this fantastic campaign.

200very happy service centers
80% buy-in from service centers
200 dynamic versions of ads

What’s up next?

Phase two of the ‘Toyota Loves’ project has seen our team design and build dynamic HTML5 banners to support the 200 service centers. These banners help drive brand awareness and subsequent leads to the dealership.

We’re also working on a UX and SEO project for After Sales and supporting them with capturing their brand identity and promise.

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