02 November 2015

Events & Promotions

UMW Toyota Motor launches new TVC "The Pulse of Action"

Shah Alam, 2 November 2015 – UMW Toyota Motor gave the public a first look at the new Toyota Vios TVC today with the launch of the Pulse of Action, the latest TVC campaign for the company’s best-selling compact sedan. The tagline was chosen to best represent the look-and-feel of the campaign, and refers to the rhythmic (heart) beat stirred up by the exciting and dynamic driving action of the Toyota Vios.

Marking its tracks in a familiar scene to the public, the locally-produced TVC explored everything truly-Malaysia. The campaign showcased the people’s choice vehicle in an adrenaline-filled action, performed under the sunny setting of the asphalt roads in Kuala Lumpur and Putrajaya, on the same weekend as the first Kuala Lumpur City Grand Prix.

The campaign which was brought to life by film director, Ryo Miyakoshi and Director of Photography, Hiromi Tsushima, is set to appeal to a wide range of audience as it features Toyota Vios as a young, exciting, and fun-to-drive car with a stylish look that reflects sportiness and driving excitement. Featuring well-known professional stunt drivers from team Chiba of Japan, the TVC’s concept focuses on excitement and was filmed on the streets of Kuala Lumpur and Putrajaya, emitting a sense of familiarity and locality for all Malaysians.

Akio Takeyama, Deputy Chairman, UMW Toyota Motor said, “Our intention is to communicate to the people of the Vios’ advanced handling abilities and controllability. This is what we are demonstrating through this commercial.”

By launching this new campaign, UMW Toyota Motor is set to elevate the product appeal by increasing the excitement and fun aspects of driving the Toyota Vios. In addition, the company also aims to create a strong demand and desire for the product through its ‘fun-to-drive’ brand appeal, while simultaneously continuing the communication and sales momentum for the Vios throughout 2015.

Leading up to the launch of the 60 second TVC, three different versions of 15 second teaser clips were amplified across various digital platforms to garner hype and excitement from the public since 19 Oct 2015. The entire campaign will also be supported by four additional videos of behind-the-scenes footages and interviews with the Japanese team and UMW Toyota Motor’s top management throughout the duration of the campaign.

In addition, the four cars which were utilized in the TVC are currently featured at the UMW Toyota Motor WOW 2 Road Tours and other on-ground activities on selected dates. During this period, the public will be able to witness and experience the Vios’ driving abilities and skills, as well as its many improvements in performance and comfort.

Commenting on the launch of “The Pulse of Action” campaign, Datuk Ismet Suki, President of UMW Toyota Motor, said: “The Toyota Vios model has been given a ‘stylish look’ treatment on top of other improvements in performance and comfort, which will hopefully results in new-found enthusiasm for the model among younger Malaysians.”

The TVC which airs from October 2015 will also be available across multiple communication platforms such as TV channels, cinema, social media, online, on-ground promotions, and showrooms until June 2016.