New Toyota spot aims to fight parallel imports of Alphard & Vellfire

Toyota has unveiled two new Alphard & Vellfire models, the most luxurious MPV in the Toyota family, in Hong Kong with a new ad campaign to highlight its official dealer, Crown Motors.

The core challenge for the new marketing push is not sales, as 300 orders have been received prior to launching, but instead to curb parallel imports of similar models which pose a more imminent threat to its business.

In view of this, the campaign has taken central focus on the unique customer experience that only Crown Motors can deliver.

Created by The Gate Hong Kong, the TVC displays a new brand positioning - Signature Collection, which will run on TVB, Cable and NowTV, alongside print activity.

"We hope to solidify the image of Crown Motors in consumer's mindset to drive them to purchase the flagship models from the official dealer," said Michael Woo, general manager of marketing at Crown Motors, who added Hong Kong has taken center stage in Asia for Crown Motors after Japan, as the latest third-generation Alphard and Vellfire models were put on sale simultaneously in both markets.

Client: Crown Motors
Brand: Toyota
Creative agency: The Gate Worldwide
Project: All new Alphard & Vellfire launch campaign
Creative team: Denise Wong, Sonic Choy, Matthew Yuen
Account management: Maggie Wong, Ashley Wong, Janice Ng
Production House: marmarco co., ltd.
Director: Alex Lam