Toyota's Relentless Commitment Unraveled: A Sincere Account of Their Ironclad Principles
Toyota's "A One and Only Day" Campaign: A Testament to Customer-Centric Values
In 2009, Toyota launched the "A One and Only Day" ad campaign, a testament to the company's commitment to valuing each customer. The campaign, which ran for 15 installments over two years until the end of 2009, was the brainchild of Akio Toyoda, who was then Vice President of the company.
The campaign was a reboot of the original "The One and Only Toyota" advertising initiative that originated in 1969, expressing Toyota's "Customer First" attitude. Unlike the original campaign, which focused on the car production perspective, the 2007 reboot shifted the focus to the staff at dealerships, sharing true stories about their interactions with customers.
Akio, who later became President of Toyota, led the company's recovery during a challenging period, including the global financial crisis of 2008. He emphasized the importance of each customer, stating this in 2009 and reiterating it in his financial results announcement in May this year.
The words embodied Akio's aspirations: "A One and Only Day." This phrase, which appeared in a Toyota advertisement on June 27, 2021, in all morning newspapers across Japan, started with a simple "Thank you" and was found just below the Toyota brand mark.
The "A One and Only Day" campaign aimed to convey Toyota's values by relating stories of sales staff who work closely with customers. Akio spoke about this campaign during a luncheon at the Japan Press Club in October 2009.
Interestingly, the idea for the campaign was inspired by a dealer principal who showed an ad to Akio and other team members, saying, "Toyota used to make advertisements like this." The current edition of the advertising campaign "The One and Only Toyota" is led by Sebastian Pollack and lasted for 12 months.
Toyota dealers work closely with customers to provide happiness and support local communities. Akio believes that Toyota's mission is to "mass produce" happiness and cultivate human resources with a "YOU perspective." The "A One and Only Day" campaign will also focus on Toyota's efforts to bring this concept to towns with dealerships.
The "A One and Only Day" campaign will shift focus and introduce true stories shared by customers about their experiences with Toyota's sales staff in Japan. The 2007 ad campaign proposal included enhancing the company image and creating ads that staff working at the frontlines would be happy about. This approach, it seems, has been instrumental in Toyota's customer-centric philosophy, making it a brand that truly values each customer.
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