Japan
Advertising and Publicity
1971-1975
Demand Diversification and Responding to the Problems of Motorization
Around the mid-1960s, the fast-growing Japanese car market reached a turning point.
While demand tended to diversify and become increasingly complex, pollution problems caused by exhaust gas and public concern over the safety of vehicles mounted.
Toyota brought all of its resources to bear on these problems.
It rolled out a series of models that complied with new emissions regulations with the new Toyota Total Clean (TTC) system, and also augmented its after-sales service accordingly.
Toyota also took great pains to address safety issues, the development of experimental safety vehicles (ESV) being but one example of such efforts.
Toyota Experimental Safety Vehicle (ESV)
In 1969, Toyota started hosting traffic safety campaigns for children across Japan.
And as the world grew increasingly motorized, Toyota's corporate initiatives also expanded.
Year |
Month |
Events |
|---|---|---|
1971 |
April |
Fourth Traffic Safety Campaign held to welcome new school year |
August |
Corona partially redesigned; 'Bravo! Corona' campaign held |
|
November |
'The Little Pleasures of Corolla' ad campaign commenced |
|
1972 |
February |
New Mark II announced; 'Hey, not bad!' ad campaign commenced |
March |
Corona's 'Great things have no limits' ad campaign shot overseas |
|
April |
'Crown. The Height of Manhood' ad campaign commenced |
|
July |
'Celica's only rival is Celica' ad campaign commenced |
|
September |
Carina ad campaign, 'The One with Better Wheels', commenced |
|
September |
Company advertisement series, 'Toyota's Engineers', launched expressing Toyota's stance on gas emissions and safety issues |
|
1973 |
February |
'Looking good, Sonny Chiba!' Carina ad series launched |
April |
|
|
April |
|
|
June |
Crown ad campaign 'Transport those you treasure, like treasure' commenced |
|
August |
Active safety campaign for new Corona launch |
|
September |
Seatbelt campaign launched, targeting drivers and passengers |
|
November |
Campaign to save resources, 'Use Gas Wisely', launched |
|
1974 |
January |
Advertisement series launched around theme of automobile electronification |
May |
'Roomy 30'ad campaign held for new Corolla TE30 launch |
|
1975 |
April |
'Compound Thought' campaign launched to communicate Toyota's approach to tackling the oil crisis and exhaust gas problems |
