Australia’s top-ranked APAC Effies independent, HERO and Toyota Australia have teamed up to create a rousing new campaign celebrating the release of the All-New Corolla Cross SUV, officially launching at last month’s 2022 AFL Grand Final.
The creative campaign titled Confidence Comes Standard celebrates the launch of a new chapter for the iconic Toyota Corolla – the release of the All-New Corolla Cross Hybrid Compact SUV in Australia.
The campaign showcases a triumphant remake of classic Queen track “Flash” that is interwoven with the creative articulation that “confidence comes standard” with the All-New Corolla Cross.
Says Richard Hayes, client services director, HERO: “We were thrilled to team up with Toyota to create this celebration of the legacy the Corolla carries coming together with the excitement of a new era for the car, through the launch of the All-New Corolla Cross.”
Toyota Motor Corporation Australia chief marketing officer Vin Naidoo added that the campaign is a tribute to the confidence the Corolla brand instils in drivers around the world: “Renowned as the world’s most popular car, Toyota has sold over 1.5 million Corolla vehicles in Australia, and the release of the All-New Corolla Cross is a powerful continuation of that legacy, while diversifying our offering in the local market.
“Our Confidence Comes Standard campaign combines the confidence Corolla cars continue to instil in drivers globally, with the freedom our drivers will feel in other aspects of their life through a vehicle that is jam packed with invigorating capabilities.
“Being all about executing with conviction and celebration, the 2022 AFL Grand Final was the perfect place to officially launch this new campaign.”
The new campaign builds on the early 2022 Never Stop Smiling positioning also developed between HERO and Toyota Australia, which HERO executive creative director, Shane Geffen said laid the foundation for success for this latest release: “Never Stop Smiling was all about repositioning the crowd favourite Corolla into a more emotional and future-facing lens, and this latest campaign has become the extension to this. We wanted to convey the confidence the All-New Corolla Cross can give you, which is ultimately why we enlisted the help of one of the most confidence-inducing tracks of all time.”
Following the special edition release at last month’s 2022 AFL Grand Final, the campaign will now come to life across TV, online, radio, social media and out of home platforms, along with across the Toyota Australia Dealer network in the coming months.
The campaign follows a strong few months of industry recognition for the agency, including at the 2022 APAC Effie Awards and internationally at the Caples and Mad Star Awards.
Recent high profile business wins including Circles.Life, The Langham, Gold Coast, Henkel, Microsoft, Maybelline New York, Calbee Australia and v2food.
Client – Toyota Motor Corporation Australia
Chief Marketing Officer: Vin Naidoo
Snr Manager, Brand Communications: Andrew Wearing
Manager Communications – Passenger & Aftersales: Taruna Aguru
Senior Passenger Communications Coordinator: Burhan Al-Rashid
Senior Passenger Communications Coordinator: Ben Casagrande
Passenger Communications Coordinator: Grace Cheah
Agency – HERO
CCO: Ben Coulson
ECD: Shane Geffen
CD: Andrew Woodhead
CD: Pat Langton
Copywriter: Will Fox
Chief Strategy Officer: Simon McCrudden
Senior Strategist: Tallon Maison-Kane
Client Service Director: Richard Hayes
Group Business Director: Charlie McDevitt
Business Director: Lucy Bell
Business Manager: Johnny Lwin
Lead Broadcast Producer: Roz Ruwhui
Producer: Douglas Pope
Production Company: Good Oil
Director: Adam Stevens
Executive Producer: Juliet Bishop
Producer: Chana McLallen
DOP: Ross Giardina
Sound Design & Music: Rumble Studios
Media Agency: Spark
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