Toyota SA’s “Vitz for Victory” small car campaign celebrates Gen-Z rites of passages
The all-new Toyota Vitz is a big story for a small car and it’s one that FCB Joburg had the pleasure of telling one last time in its role as advertising agency for Toyota South Africa Motors (TSAM).
“There are very rational reasons for buying the new Toyota Vitz. It features great design, class-leading fuel economy, the biggest boot in its segment, outperforms its rivals in terms of spec and safety, and above all is great value for money, but all this needed to be conveyed in a playful manner that would appeal to a wide audience with a specific focus on young customers,” says Tasneem Lorgat, Senior Advertising Manager for TSAM.
Tian van den Heever, FCB Joburg’s Executive Creative Director on this project, is confident that the digitally-lead 360-degree campaign has a broad appeal with a message that will resonate particularly well with Gen-Zers.
“Taglined ‘Vitz for Victory’, it celebrates life and acknowledges that it’s not always about the grandiose moments or the shiniest successes; sometimes it’s the smallest wins that bring the greatest joy. Making progress, however big or small, is always worth celebrating, it’s the fuel that gets you to the next milestone in your journey and what better way to get there than in the all-new Vitz,” says Van Den Heever.
Given its younger demographic, the #Vitz4Victory digital activity showcases the rites of passage and small wins experienced by Gen-Zers navigating life and encompasses a wide variety of youth-focused platforms, including SnapChat, TikTok, YouTube and various gaming platforms.
The campaign features five South African influencers – Ruan Van Biljon, Ruth Folarin, Tendani Nemudivhiso, Kulsum Suliman and Nicholas Baguma – who each share what Victory means to them and use their platforms to encourage their peers to share their victories too.
The locally shot TVC began airing in May, 2023, and proudly features the trending South African Amapiano music track: Tobetsa Remake by Myztro, and was shot in the vicinity of Johannesburg universities.
“I feel really honoured to have worked on this swansong project for TSAM, because it’s authentic, relevant, unpatronising and at the same time, disarmingly charming. It also succeeds in getting across a powerful message that big things do indeed come in small packages,” concludes Van Den Heever.
The Toyota VITZ TVC can be viewed here.
