The Challenge

Car servicing is a challenging category, often regarded with distrust and viewed as a transactional necessity rather than a valued service. Customers generally show little loyalty, and the market is saturated with competitors delivering similar messages, leading to consumer apathy. Even loyal Toyota owners, who represent some of the most brand-loyal customers in the automotive industry, are not immune to this disengagement when it comes to servicing. Toyota needed to stand out in this cluttered space by presenting a compelling and unique benefit that went beyond the typical discussions of price and convenience.

The goal was to get Toyota customers to see a greater value in choosing Toyota Genuine Service over competitors. Toyota already had a strong reputation for reliability and quality—attributes its customers trusted and loved. The challenge was to elevate the conversation from purely transactional benefits, like cost or ease of service, to something deeper. Toyota wanted to create an emotional connection with its customers, positioning Toyota Genuine Service as a way to preserve the trust and quality they associated with the brand.

The Solution

To address this challenge, Toyota developed the "Feeling Never Fades" creative platform. This concept was designed to elevate the customer’s relationship with their car beyond the mechanics of servicing and into the emotional realm. The campaign focused on reinforcing the notion that choosing Toyota Genuine Service helps maintain not only the car but the sense of confidence and pride that comes with owning a Toyota. It positioned Toyota Service as essential to preserving the lasting connection customers have with their vehicles.

Through this platform, Toyota aligned the act of car servicing with the deeper emotional satisfaction that comes from owning a Toyota, emphasizing that by servicing their car with Toyota, they’re maintaining something more valuable than just the car itself—the unique feeling of driving a reliable, quality vehicle.

The creative executions highlighted the irreplaceable bond between a customer and their Toyota, portraying the maintenance of that bond as something that lasts through the years. Whether it was through television commercials, digital platforms, or in-store materials, the message was clear: Toyota Genuine Service ensures that the feeling of driving a Toyota never fades.

The Results

The results of the "Feeling Never Fades" campaign were impressive, both in terms of business performance and brand loyalty. Toyota experienced a significant 18.1% increase in consideration among its existing customers, a clear indication that the campaign resonated with its audience.

More importantly, the campaign delivered measurable business outcomes, particularly in online engagement. Toyota saw a 27% year-on-year increase in online service bookings, showing that the emotional appeal of the campaign translated into tangible consumer actions.

Toyota also achieved a record 49% market share in the car servicing category, outperforming its competitors and solidifying its position as a leader in the industry. The success of the campaign was further recognized by the industry, with Toyota being awarded the prestigious Australian Effie Award twice for this campaign. These accolades underscored the effectiveness of the strategy and the creative execution.