Picture any electric car ad that you’ve seen before. It’s calm. It’s clean. It’s sterile. What you’re picturing probably isn’t Bloemfontein. But that’s exactly why Toyota and the Studio One team at Publicis Groupe Africa thought it was the perfect place to show off the bZ4X. Because the battery-electric bZ4X isn’t your run of the mill EV, it’s a Toyota all-wheel drive SUV made to handle real South African conditions. Hence the tagline for the new campaign is “It Just Got Real.”
To prove that the bZ4X is for real, Toyota gave the car to a real South African, Springbok legend and head coach of the Toyota Cheetahs, Francois Steyn and told him to test it out. Because the campaign is all about being real, there were no scripts for the digital series. Instead the car was given to Frans, with his friend Ruan Pienaar tagging along, and they let him give the audience his honest opinion of the car.
Matthew Shafto, Creative Group Head at Studio One, said, “South African consumers want a vehicle that fits into their lifestyles. So, when launching the bZ4X, we knew that we were going to have to do something different to other electric vehicle ads. That’s why we gave it to someone who doesn’t pull any punches and tells people how it really is.”
The campaign consists of three long-form episodes and several short-form content pieces. The campaign comes to life with Bloemfontein as the backdrop as Frans and Ruan set out to see just what the bZ4X can do. The series kicks off at Toyota Stadium (where Frans is asked to test drive the bZ4X) and sees the two Springbok legends go from city to farm to racetrack all to see what this electric vehicle is capable of. It’s a fun ride with a lot of banter between two guys who are clearly very good friends that sees the bZ4X end up in places that you would never expect from an electric vehicle.
Tasneem Lorgat, General Manager for Marketing Communications at Toyota South Africa Motors said, “The bZ4X is an all-wheel drive SUV. It’s powerful and extremely capable with state-of-the-art tech and convenience features. It also happens to be a battery electric vehicle, but being an all-electric Toyota is not the only thing that stands out. That’s why with this campaign we wanted to do something that didn’t feel like any other electric vehicle ad and I think we’ve done that.”
If you want to see for yourself how real the all-new bZ4X is, you can watch the digital series here. And for FAQs, you can watch them here – Frans Answers Questions.
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Author: Petra Peacock from Chimeracomms on behalf of Publicis Groupe Africa.
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