R/GA creates customer platform for Toyota

By AdNews | 7 November 2024
 

Creative innovation studio R/GA Australia has launched a customer platform and loyalty program for Toyota.

Toyota Go aims to consolidate all of the brand's automotive products and services under one umbrella. 

The membership program integrates personalised rewards, servicing, wishlists, as well as profile management tools, all in one unified and easily accessible portal. 

While the basic features will be accessible to all users, Toyota vehicle owners can enjoy the full breadth of benefits as Toyota Go members.

R/GA has 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, R/GA 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.

R/GA APAC CEO Michael Titshall said customer loyalty is no longer static.

“It evolves alongside advancements in tech and changing consumer behaviours,” he 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.”

Toyota CMO Vin Naidoo said R/GA has enabled the brand to solve problems in ways their customers are excited about. 

“Toyota Go aims not only to reward customer loyalty, but also to understand, meet, and exceed their expectations,” Naidoo said. 

“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

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