"One of a Kind: The Authentic Story of Toyota's Steel-Like Commitment to Business Principles"
Toyota's Enduring "One and Only" Ad Campaign: A Testament to Customer Service and Community Support
In a bid to reaffirm its commitment to customers and local communities, Toyota has rebooted its iconic advertising campaign, "The One and Only Toyota," first introduced in 1969. This campaign, which has been a constant in the company's advertising strategy for over five decades, has undergone several transformations, most notably in 2007 and 2021.
The global financial crisis in 2008 heavily impacted Toyota, causing the company to experience a loss for the first time. In response, Akio Toyoda, the company's President, emphasised the importance of valuing each customer, a reflection of his business philosophy. This message was expressed in a hand-written note that appeared in a Toyota advertisement on June 27, 2021, on the front page of all morning newspapers across Japan.
The first installment of the current ad campaign will focus on Toyota's commitment to bringing the concept of "One and Only Day" to local towns. This initiative underscores Toyota's dedication to providing exceptional customer service and supporting local communities.
The 2007 ad campaign, which was in flight for 15 installments over two years until the end of 2009, shared true stories about dealership staff members interacting with their customers. This shift in focus from the company to the experiences of customers was a significant departure from previous campaigns, such as the 1969 ad campaign that told the story from a car production perspective.
In 2009, a sense of distrust in companies was growing in Japan due to scandals like food fraud, making it crucial for Toyota to inspire its frontline staff and preserve public trust. Akio, who was responsible for creating the 2007 ad campaign as Vice President, aimed to enhance the company image and create ads that staff working at the frontlines would be happy about.
The reboot of the campaign in 2007 also shifted focus to the staff at dealerships. Toyota dealers work closely with customers to provide happiness and support local communities. This approach has been a cornerstone of Toyota's business philosophy, which emphasises the importance of "mass producing happiness" and cultivating human resources with a "YOU perspective."
The message, titled "Thank you," was found just below the Toyota brand mark, and it expresses Akio Toyoda's aspirations: "A One and Only Day." This day represents a vision where every interaction between Toyota and its customers is unique, memorable, and meaningful.
As Toyota continues to evolve, the principles embodied in the "One and Only Toyota" remain unwavering. They are not only seen from the perspective of cars, but also through the act of supporting local communities and providing exceptional customer service.
