Toyota Singapore
Client: Borneo Motors - Toyota   |   Agency: Societal   |   Role: Associate Creative Director / Art Director   |   Market: Singapore
In Singapore’s fast-paced daily rhythm, where time is scarce and convenience matters, a car is not always a luxury but a practical necessity for many. Toyota set out to become a brand that truly works for everyday people. We shifted Toyota away from distant aspiration and closer to real life, where reliability means trust, peace of mind, and making financial sense. Guided by one clear belief to take care of everyday journeys, this long-term commitment helped Toyota become the #1 selling car brand for three consecutive years.
This transformation was anchored in Toyota’s global platform, Move Your World, sharpened for Singapore through three clear drivers: Value, Experience, and Relevance. Value that lasts well beyond purchase. Experiences that feel intuitive and rewarding. Relevance that keeps pace with how Singaporeans live, move, and decide. Not a new message to explain, but a promise made real in daily driving.
Toyota Hybrid Challenge
We positioned hybrid technology as everyday freedom, delivering lower running costs, quieter drives, and peace of mind that fits naturally into daily life.
COE Campaigns
We addressed COE anxiety with clarity and reassurance, helping buyers make confident and informed decisions when owning a car in today’s market.
Car Launches
We reframed launches around real use and real value, focusing on how each car supports different life stages and everyday needs.
Vellfire Hybrid Launch
Camry Hybrid Launch
Supra Launch
Socials
To sustain an always-on presence grounded in real life, we used practical and relatable content to reinforce Toyota as a reliable partner in everyday journeys.
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