Car maker Toyota has launched its first Southeast Asian road safety campaign, banking on pop singer Taylor Swift to drive home the message.
It is the official automotive sponsor of Taylor Swift’s “The RED tour Presented by Cornetto”. What has Taylor Swift got to do with road safety, you might ask?
According to Toyota, it is banking on her influence with youths to drive home the message with its young target audience. Swift will be roped in to help educate fans on the importance of wearing a seat belt via a video message which will be screened at her upcoming June concerts and other online and social media platforms.
Toyota’s road safety campaign will also leverage a variety of advertising formats such print, TV, OOH, social media and interactive technology across Southeast Asia to promote the campaign. Each concert venue across SEA will feature a Toyota exhibit where fans can have the opportunity to learn more about other safety initiatives by Toyota.
The “Be Safety Leaders” campaign calls on drivers and passengers to put on their seat belts to save their lives.
Watch the video here:
Toyota was unable to disclose the value of the sponsorship.