Case History Database

Car servicing is a grudge category. It's rife with distrust, renowned for fickle customer loyalty and actively creating transactional relationship between customers and maintenance providers. This is a story about how we took what Toyota owners love about the Toyota brand to buck their apathy towards the category. Giving them a reason to believe Toyota Genuine Service is meaningfully different from its competitors because it doesn't just maintain your car, it maintains a feeling that never fades. Brought to life by showing the quality relationship Toyota owners have with their vehicles through something every driver intuitively understands as a symbol of longevity: their odometer. The results show signs of short-term growth alongside long-term potential. During the campaign timing, Toyota Genuine Service has managed to increase its service market share among Toyota owners, increasing retention and reducing attrition. It has also created a long-term differentiated positioning that has shown to resonate broadly, but particularly among Toyota owners.