The following provides guidelines for the Let's Go Placesmessaging platform (often referred to as 'Hey, Toyota'). This platform covers all product, services and offer-based communications from Toyota New Zealand to consumers that fall outside the scope of bespoke campaigns.

The creative construct does not apply to individual store marketing where the voice, or person speaking, is not that of Toyota New Zealand.

'Hey, Toyota' represents more than an advertising platform. It's a connection idea. An approach that will help Toyota engage with customers at every stage of their journey.

It's all about our brand being unexpectedly responsive.

The messaging platform construct is founded on a question-and-response style interaction between characgers in real world and Toyota New Zealand.

In TV this comes to life as a high energy conversation, jumpling between the real world where our customers are abd a white studio environment where vehicles and graphics are based.

This format is reflected in other channels as well. In print and digital executions, headlines can take the form of a question and answer, or just the answer (if it infers a question has been asked).

It's all about our brand being unexpectedly responsive.

And it's how Toyota New Zealand will stand out from the crowd and set a new standard for people-centric comms, and experiences people actually want to engage with.

Talent will be shot on locatoin, as if we found them where they are. Natural settings, like a High street, in front of a school, in a garden, standing on a remote beach, in a field, etc.

We need to capture people looking straight down the barrel of the camera, and always looking like they're mid-question - with a questioning expression, mouth open as if they're speaking, or head cocked.

It is important that these feel like active engagements with Toyota, rather than smiling portraits.

Under the messaging platform, headlines are broken into two separate elements. The question (from the consumer) and the answer.

Questions sit within a black text bubble, that is fitted to the type and can either appear over imagery of talent (when used) or alongside the answer.

Responses appear in the white studio space along with the vehicle and do not have any outline.

There are three ways to do this:

*NOTE*-Unpack options for 1. Question + Answer 2. Question is implied in Answer

Below are some additional guidelines for brand campaigns that have their own lock up or end line.