Toyota launches a $26.3 million ad campaign

Article by Christian Andrei, on August 25, 2010

If you're in Europe, you may have seen an ad featuring Toyota employees discussing how committed they are to quality and safety. Toyota Motor Europe launched this 20 million euro ($26.3 million) pan-European TV, print and online media campaign as it attempts to repair its image and gain back consumer trust following the massive recalls.

Assembly line worker Bridie Tucker, who works at Toyota's factory in Burnaston, central England, is quoted in the ads.

He said, "If I suspect a problem, I pull the Andon cord and the whole production line stops immediately, and it does not start again until the issue has been resolved."

This assembly line produces the Auris compact and the Avensis mid-sized models. Tucker said that he has pulled the Andon cord "thousands of times." He thinks that these measures make each of them "personally responsible" to produce the "highest quality car."

The TV version of the ad will be broadcast on BBC World and CNN this May and it will be seen in business newspapers as well. Toyota has started running the ads in Germany and the UK.

Other key European markets such as France, Italy and Spain will see the ads starting in May and July. In an interview with Automotive News Europe, Andrea Formica, Toyota's head of sales and marketing, said that the inspiration for this campaign came from its own people in manufacturing and in retail across Europe.

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