Overview

Faced with a commercial vehicle market full of competing brands, Toyota's TOWN ACE brand strategy utilized Taiwanese traditional performing arts as opposed to the popular high-tech style.

This strategy not only brought TOWN ACE to market but also garnered strong support from the public and the brand itself, culminating in the launch of a second episode.

The campaign's innovative approach was further recognized by winning the "Best Media Synthesis Award” and the "YouTube Annual Awards for Marketing Excellence.”

• Client: TOYOTA

• My role

  • Project Lead

  • Copywriter

    • Slogan: The legend on the road

    • Script and lines

    • Digital content, and social media posts

  • Content Strategist

  • Storyteller

• Accomplishments

  • 47% market share in this category

  • 8,000 orders in 4 months since launch

  • 4 million+ YouTube views for the campaign as a whole.

  • 🏆 YouTube Annual Awards, YouTube Works Award, 2022, Taiwan

  • 🏆 Best Media Synthesis Award, YouTube Works Award, 2022, Taiwan

  • 🏆 Best Cross-category Marketing Award, Click Awards, 2023, Taiwan

Background

Toyota hasn't introduced small commercial vehicle products in Taiwan for many years, and the current market has been dominated by other brands.

How can we pinpoint consumer preferences and develop a unique communication strategy that aligned with the product's core values, and help Toyota reclaim the top spot in the commercial van market?

Concept

Taiwan's traditional opera is rich in performing arts value, but it has been gradually neglected and even overshadowed by the numerous popular entertainments, and has become a few national treasures standing alone.

Through user survey analysis, we gained insights into user demographics and discovered that the owners of minivans, who are always on the move in the rural areas, are very close to the local folk culture.

Therefore, when Toyota, the leading automobile brand, re-launched the minivan after many years, we also wanted to bring back the precious Taiwanese original drama to the market together with TownAce.

Idea

We have collaborated with three major traditional performing arts groups to recreate familiar martial arts and historical operas by combining collage art, multimedia, and contemporary entertainment forms such as hip-hop.

As a result, we decided to transform TOWN ACE into a modern superhero, blending traditional performing arts with a fresh visual style, to create a superhero movie where the commercial van takes the lead. The story will showcase TOWN ACE's inherent strengths, such as "superb carrying capacity" and "fuel efficiency."

The Multiverse Superhero - TOWN ACE

The challenging journey of a small business owner mirrors the trials faced in various multiverses, including natural disasters, demonic invasions, and more. No matter how difficult the obstacles, with TOWN ACE by your side, its exceptional carrying capacity and fuel efficiency will help you overcome every challenge.

Whether it's entrepreneurship or managing a household, TOWN ACE is the superhero that supports you through it all.

Result

[ The Legend of TOWN ACE ]

• Episode 1 - The Marvelous TOWN ACE Rescues Ox Mountain

• Episode 2 - The Heroic TOWN ACE of Subduing Demons

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