Toyota launches a $26.3 million ad campaign

Article by Christian A., 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.

If you liked the article, share on:

Comments

Recommended

We’re willing to bet that the Bentley Bentayga is not the first thing that comes to mind for most people who are into off-roading and outdoor activities. It just doesn’t...
by - November 23, 2017
The other day, it was confirmed that Volvo will finally bring the XC40 to US soil, where it will first make an appearance at the 2017 Los Angeles Auto Show....
by - November 23, 2017
There is no question that the new BMW M5 (F90) high performance sports sedan is more powerful, faster and more enticing than the previous model. But for interested customers in...
by - November 23, 2017
Following the Tesla Roadster’s electrifying revelation on Thursday, Musk’s highly ambitious goals have skyrocketed when he tweeted about his future plans for the new sports car. Well, kind of. The...
by - November 23, 2017
Earlier in November at the 2017 SEMA Show in Vegas is when Hennessey unwrapped the Venom F5 to all of us. But it was actually first introduced as a concept...
by - November 22, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries