TOYOTA

Reframing reliability from dull to desirable.

1. The Challenge

Toyota’s greatest strength — reliability — had become its biggest perception problem. Dependable, yes. But uninspiring.

How do we make reliability feel exciting again?

How do we sell an ugly vacuum cleaner in a market obsessed with designer looks?

2. The Insight

Reliability isn’t boring — it’s the most exciting thing in life.
Because it’s what every other exciting thing depends on.

Good design is more than skin deep.
Good looks aren’t everything.
Good looks don’t always mean great performance.
Looks and performance aren’t the same thing.

3. The Strategic Shift

From the thing that looks good in your cupboard to the foundation of a safe, clean home.
From ugliness as a detriment to ugliness as a virtue.
From print to social media.
From unknown brand to natural alternative.

4. The Brand Idea

A new way to express Toyota’s truth — reliability not as safety net, but as launchpad.

5. Belief / Principle

Dependability is the foundation of progress.

6. Benefit / Promise

Cars that help people stay ahead of life’s challenges — and ahead in life.

7. Behaviors / Proof

• Engineered for longevity and real-world use
• Tested in every condition, everywhere
• Continuously improved — with upgrades even older models can retrofit

8. Tone of Voice

Confident. Humorous. Real.
Reliability with personality.

9. Sample Creative

Example headline:
“Some call it boring that we test in every condition.
We call it the reason you can drive through any of them.”

10. Why It Works

• The belief is humble and credible — not moralistic.
• The benefit is tangible and human.
• The proof is factual and visible — you can see it in the testing, the design, the engineering.