Toyota: Proace City

Toyota wanted to emphasize that its vans were not only functional but also backed by the brand’s market-leading service offering, which set them apart from competitors. The campaign aimed to establish Toyota as a go-to choice for city-oriented commercial vehicles and highlight the benefits of their comprehensive service and support.

The market for commercial vans is highly competitive, with many products offering similar features and capabilities. Toyota needed to differentiate the Proace City from other vans on the market, especially when it came to city-centre operations. While the vehicle itself was practical and well-suited for urban environments, it didn’t have standout technical features that would make it easily distinguishable from other vans.

Additionally, Toyota had to communicate its broader value proposition: that purchasing a Toyota van means gaining access to a complete service offering, beyond just the vehicle itself. This challenge required a campaign that not only highlighted the Proace City’s features but also reinforced Toyota’s reputation for exceptional service and reliability.

We created the “It’s not just a van. It’s a Toyota” platform for Toyota Professional,
launching the all-new, smaller Toyota Proace City. The idea was that Proace City was
adapted to the rhythm of the city. Music, movement and city sounds created a harmony in the moving images. In addition to a stills package, the toolkit consisted of a modular 30-second film and additional material that could be seamlessly cut in to highlight special features. In addition to a stills package, the toolkit consisted of a modular 30-second film and extras that could be seamlessly cut in to highlight special features.