Case Study: The Promise –Safety Campaign Video by Toyota

Safety first, always

Besides marketing their cutting edge innovations like many other car makers, Toyota has been very focused on the key principle of driving – safety. Being world’s 5th largest company by revenue and the inventor of world’s first mass-produced hybrid vehicle, Toyota has been steering towards adopting holistic approach to safety through innovation, research and development, actively educating the public through various campaigns, one of such is “Be Safety Leaders (

Be Safety Leaders Campaign

Back in 2014, Toyota roped in Taylor Swift to call on drivers and passengers to put on their seat belts. Banking on her with influence with youths, Taylor educated fans on the importance of wearing a seat belt via her concert, social media and other online platforms.

Fast forward to 2016 and being consistent as usual, Toyota decided to create a new video campaign in the quest for zero road accidents. We were more than happy to have had the opportunity to be involved.

The Promise

We needed a story, one that could drive the message and at the same time ensure that message be shared on. Human psychology and how it affects a driver created the foundation of the story – The Promise.

Our creative branding team wasted no time in concocting and after countless hours of perfecting the story, the video production began in the sunny east side of Singapore.

Delivery and reach

The campaign video garnered over 1.8 million views on YouTube and was also mentioned by Mumbrella Asia, proving to be one of our most successful campaigns in 2016.

So, when was the last time you broke a promise?