Toyota launches customer loyalty program, designed by R/GA Australia
Toyota has launched a new customer platform and loyalty program which consolidates all its products and services under one umbrella, via creative studio R/GA Australia.
Toyota Go marks a significant leap in auto-customer engagement, with the membership program integrated personalised rewards, servicing, wish lists, and profile management tools in one unified, accessible portal.
Basic features will be accessible to all users, but Toyota vehicle owners will be given the full benefits as Toyota Go members.
R/GA developed the program, tapping into the emotional core of Toyota’s brand vision of creating “mobility and happiness for all”. Toyota Go aims to give members more moments of happiness – both short-term like with Ampol rewards, and long-term with exclusive loyalty benefits.
“Customer loyalty is no longer static; it evolves alongside advancements in tech and changing consumer behaviours,” said Michael Titshall, R/GA’s chief executive officer, APAC.
“With Toyota Go, we’re not just reacting to these shifts – we’re anticipating them, ensuring we provide robust and future-proofed loyalty programs.”
The creative studio led the strategy from the project’s inception, leveraging data to inform decisions. It guided the brand design and delivery of the platform, and in collaboration with partners, it crafted the customer interface for the portal.
Vin Naidoo, chief marketing officer at Toyota, added: “R/GA has enabled us to solve problems in ways our customers are excited about. Toyota Go aims not only to reward customer loyalty, but also to understand, meet, and exceed their expectations.
“This forward-thinking approach unlocks new opportunities across Toyota’s entire business value chain, services, and products,” Naidoo concluded.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
customer experience
Customer loyalty
loyalty program
Michael Titshall
Toyota
Toyota Go
Vin Naidoo
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