R/GA Australia has launched a new customer platform and loyalty program for Toyota, marking a leap in auto-customer engagement.
The creative innovation studio developed a program that taps into the emotional core of Toyota.
The company said, Toyota Go aims to consolidate all of the brand’s automotive products and services under one comprehensive umbrella. The membership program integrates personalised rewards, servicing, wishlists, and profile management tools, all in one unified and easily accessible portal.
Basic features will be accessible to all users, and Toyota vehicle owners can enjoy the full breadth of benefits as Toyota Go members.
R/GA and Toyota developed a program that taps into the emotional core of Toyota’s brand vision of creating mobility and happiness for all. Toyota Go aims to give all members more moments of happiness – both short-term like Ampol rewards, and long-term like exclusive loyalty benefits.
From the project’s inception, the creative agency led strategy, leveraging data to inform decisions, and guided the brand design and delivery of the platform. In collaboration with partners, they also crafted the customer interface for the portal.
“Customer loyalty is no longer static; it evolves alongside advancements in tech and changing consumer behaviours,” Michael Titshall, APAC CEO at R/GA, said. “With Toyota Go, we’re not just reacting to these shifts – we’re anticipating them, ensuring we provide robust and future-proofed loyalty programs.”
Vin Naidoo, chief marketing officer at Toyota, said: “R/GA has enabled us to solve problems in ways our customers are excited about. Toyota Go aims not only to reward customer loyalty, but also to understand, meet, and exceed their expectations. This forward-thinking approach unlocks new opportunities across Toyota’s entire business value chain, services, and products.”
Credits
Client: Toyota Australia
Manager, Digital Integration: Sean Chalk
Senior Product Owner: Arunima Chandra
Digital Marketing Specialist: Joel Cormack
Creative innovation studio: R/GA Australia
Chief Creative Officer: Seamus Higgins
Executive Director, Client Services: Patrick McGregor
Group Account Director: Harrison Forth
Group Director, Experience Strategy: Stephen Naimo
Creative Director: Anita Forte
Director, Data: Marc Williamson
Executive Producer: Monique Brasher
Executive Producer: Chris Lee
Executive Content Producer: Kyle Belcher
Associate Creative Director, Verbal Design: Jane Duru
Experience Design Lead: Amirul Nasir
Senior Visual Designer: Imogen Hunter
Senior Visual Designer: Ryan Winter
Senior Verbal Designer: Claire Rorke
Senior Product Strategist: Angus Hall
Senior Producer: Lacey Watkins-Goldstein
Senior Producer: Odie Agustin
Lead Copywriter: Leah Morris
Senior Copywriter: James Blow
Copywriter: Leila Khoshoie
Senior Data Analyst: Nicolo Zanellato
Senior Experience Designer: Chris Rusnak
Experience Strategist: James Radcliffe-Smith
Data Analyst: Anshula Bains
Data Analyst: Seamus Collins
Senior Content Manager: Rosa Trinh
Content Manager: Michelle Lee
Account Manager: Lachie Barber
Visual Designer: Nina Gibbes
Development partner: Deloitte Digital