Toyota South Africa Motors (TSAM) and Studio One at Publicis Groupe Africa have reintroduced the Vitz under the banner: "Even more car. Less cash".
This dynamic campaign, which is now entering its second phase, amplifies the Vitz’s appeal through a bold, culturally resonant approach that continues to engage consumers across multiple touchpoints.
What is it?
The Toyota Vitz is a compact, agile hatchback tailored to the needs of first-time buyers, urban commuters and value-conscious motorists seeking a feature-rich vehicle in an accessible price bracket.
What is new?
The Vitz now boasts a suite of enhanced safety and convenience features – including side and curtain airbags, a rear centre seatbelt, rear headrests and seatbelt-warning lights and alarms for both passenger and rear seats – all of which reinforce its commitment to occupant protection. The XR variant further elevates the driving experience with a reverse camera and an option for an automatic transmission.
Launch campaign:
Following the high-impact launch campaign, which featured three television commercials in English, isiZulu and Afrikaans – the second phase of the campaign has expanded across television, outdoor, radio and digital platforms. This phase pushes creative boundaries by communicating vehicle benefits through music and rhythm rather than technical specifications alone.
The latest executions include two distinct creative treatments:
“Because the Vitz now offers even more, we wanted the campaign to carry even greater energy – while maintaining the core concept of communicating multiple features quickly and memorably,” says Kate de Bruyn, Creative Director at Publicis Groupe Studio One.
“We wanted to expand the limits of what a 30-second commercial can do – not to simply inform viewers about the Vitz, but to create a memorable, culturally resonant experience,” says Rethabile Bopape, Senior Marketing Manager at TSAM.
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