Toyota: advert-body-1 by The & Partnership

The & Partnership will this week begin rolling out its second pan-European, multi-channel communications platform for Toyota Motor Europe – this time with a four-pronged campaign showcasing the manufacturer’s SUV heritage across four very different models.

Rolling out across Europe, the ‘Because’ platform comprises four individual campaigns to promote all four of Toyota’s leading SUV models, including the Land Cruiser, the Hilux, as well as its Hybrid SUVs C-HR and RAV4.

The targeted communications platform plays on personal and real-world barriers that stop people living their lives to the full, and making the most of every experience.

Each campaign draws on insights about individual consumers’ interests, hobbies and lifestyles to target them with a personalised 'Because X' message that will resonate – demonstrating how the SUV model would fit perfectly into their lives. To ensure the campaign films felt bespoke to its audience, each one was directed by a different director.

With media planning and buying from M/Six, supported by real-time tailoring from Jivox and data-driven targeting from GroupM’s M Platform, the campaign will also respond to real-time, localised events such as the time of day, day of the week, the weather and even social profiles.

Supported by out of home, social, programmatic and print, the campaigns broke first in France in November, before rolling out across the UK in Decemeber , Italy on New Year’s Day, with the rest of Europe following in the first half of 2018.