Toyota will use the image of its employees for its European brand relaunch campaign, which was seriously damaged after the scandal caused by faults in various models that forced the company to recall some models and review many others.

The Toyota brand had to recall a total of 8 million cars and lost $8 billion in the BrandZ brand valuation, so it opted for a communications campaign that will cost €23 million.

The piece commissioned to revive the brand was created by Saatchi&Saatchi and carries the slogan “Your Toyota is my Toyota”, showing employees talking about their passion for the company.

The campaign will also have an extended presence on YouTube, where workers from the affected plants will be seen talking about safety processes and the responsibility of their work.

Original source: http://www.marketingdirecto.com/actualidad/anunciantes/toyota-recurrira-a-sus-empleados-para-relanzar-su-marca/