TOYOTA AUSTRALIA - PHIL McCARROLL TOYOTA WAITARA

BACKGROUND

Toyota Motor Corporation Australia (Toyota Australia) is one of Toyota Japan’s global manufacturing centres with a long term commitment to the domestic and export markets.

Phil McCarroll Toyota is a family-operated business, conveniently located on the Pacific Highway at Waitara in Sydney. The award-winning Toyota dealership has been built on thousands of satisfied customers over the years, servicing the North Shore of Sydney for 15 years.

Early in 2009 works began at Phil McCarroll Toyota, to firstly demolish the existing site, followed by the construction of a modern showroom and workshop - bringing Phil McCarroll Toyota well into the 21st century.

Whilst the Demolition/Construction works were in progress, Phil McCarroll Toyota would be 'trading as usual'.

 

CHALLENGE

With construction works well under way, ‘Phil McCarroll Toyota’ faced a daunting issue, whereby, the dealership gave off the impression that trade had finished due to the renovations.

Scaffad was tasked with implementing an outdoor communication medium to inform potential customers and passers-by that the dealership would be ‘trading as usual’.

 

STRATEGY

Working closely with Phil McCarroll & Toyota Australia, Scaffad Australia developed a bold communication solution, targeting consumers/ traffic on Sydney’s busy Pacific Highway.

Staying true to the ‘Toyota’ brand, whilst drawing on influences from Toyota Australia’s website, Scaffad designed a number of engaging banners to line the site’s perimeter fence.

Using full value colour combinations, to emphasise the bold statements communicated through the signage, Scaffad  created a family of designs that almost shouted at passing traffic.

Contrasting colour frequencies meant that signage boasted maximum visibility and could be easily read by all who passed by.

 

RESULTS

The Scaffad banners helped to educate, influence and inform potential customers about future goings on, incorporating a common theme throughout - “Yes we are still open” and “Business as usual”.

In addition to site promotion and direction, the banners also helped screen the public from ongoing construction, improving the sites aesthetic identity, whilst reducing the dust generated from the development.

This stage one Installation was very successful and left everyone eager for stage two!.

 

For more information and imagery, please download the PDF..