TOYOTA cars have the highest rate of ownership in Saudi Arabia, its popularity has grown over the past years and is well known for its durability and good resale value, the huge popularity has created a great deal of competition for the dealer's after sale services and a misperception that anyone can provide the required maintenance for the cars.
We were approached with the following issue, there is a tendency with Toyota car owners to take their cars to local auto shops for car maintenance due to its popularity, difference in price and accessibility.
Current Perception
I have just got my Camry and took it to Toyota maintenance for the 1st 6 months however I see no point in taking again except for Major Check-‐up since I can easily do at the auto‐shops on my way back home without worrying about the working hours, leaving it with the technician who will do the necessary and call me when it’s done. All of that for a lower price! It's a TOYOTA after all and everybody can fix it.
I have just got my Camry and took it to Toyota maintenance for the 1st 6 months however I see no point in taking again except for Major Check-‐up since I can easily do at the auto‐shops on my way back home without worrying about the working hours, leaving it with the technician who will do the necessary and call me when it’s done. All of that for a lower price! It's a TOYOTA after all and everybody can fix it.
New Perception
Toyota maintenance by Abdul Latif Jameel is much more convenient than what people think.
It's easy to book an appointment and when I went there I met a trustworthy technician that I know for a fact that he as an expert, took the necessary care of my car and if there is anything wrong I will know before it’s too late. My car is an important investment in my life, I would rather maintain it properly despite of the slight additional cost margin, Nobody can fix a Toyota better than Toyota.
Toyota maintenance by Abdul Latif Jameel is much more convenient than what people think.
It's easy to book an appointment and when I went there I met a trustworthy technician that I know for a fact that he as an expert, took the necessary care of my car and if there is anything wrong I will know before it’s too late. My car is an important investment in my life, I would rather maintain it properly despite of the slight additional cost margin, Nobody can fix a Toyota better than Toyota.
Solution
Incept the demand for maintaining Toyota at the dealership as much as possible. We devised a series of three TVC's each from the point of view of different people whose lives have been touched in one way or the other by the brand and the brand dealership.
Incept the demand for maintaining Toyota at the dealership as much as possible. We devised a series of three TVC's each from the point of view of different people whose lives have been touched in one way or the other by the brand and the brand dealership.
Proposition
“Keep it maintained by its makers”
“Keep it maintained by its makers”
Part One of the Toyota After Sale TVC's for Abdul Latif Jameel in Saudi Arabia for 2015 (The car owner's story)
Part Two of the Toyota After Sale TVC's for Abdul Latif Jameel in Saudi Arabia for 2015 (The service advisor's story)
Part Three of the Toyota After Sale TVC's for Abdul Latif Jameel in Saudi Arabia for 2015 (The technician's story)