New Toyo Advertising Campaign

Toyo is set to launch what it calls “an astonishing new, £600,000 advertising campaign.” The innovative ‘Vital’ campaign is the latest in a string of mould breaking campaigns, designed to position Toyo as the thinking driver’s alternative to ordinary tyres. The campaign features a series of images from inside the human body. Toyo tyres are depicted as parts of the body vital to life, such as blood cells. These executions neatly mirror the tyres’ function, which is essential to driving. Developed with Northampton agency Engine, the anatomical illustrations, coupled with bold, stripped down copy, offer a thought-provoking message.

Mike Rignall, Toyo’s Marketing Chief, explains, “Our advertising has always managed to cut through because we have original campaigns where effectiveness counts. The style of some of our campaigns has been criticised but brand awareness up over 100 per cent and sales growth of over 12 per cent a year for three years running are the judges of what are good campaigns.

“Tyres are the unsung hero of any vehicle. Regardless of power, price or performance, every car on the planet relies on the abilities of four small patches of rubber to keep everything together and the human body is the same. Without the vital components and organs, the whole package fails and this campaign draws a parallel between the two.” With a high profile campaign running in leading automotive and lifestyle titles, supported by Toyo’s extensive event programme throughout the season, Toto hopes that this may well be one of the most effective campaigns of the year.