{"id":11620,"date":"2021-10-06T13:59:00","date_gmt":"2021-10-06T11:59:00","guid":{"rendered":"https:\/\/www.ringier.com\/ringier-brand-studio-toyota-gnadenlos-ehrlich\/"},"modified":"2025-06-23T14:31:12","modified_gmt":"2025-06-23T12:31:12","slug":"brand-studio-ringier-toyota-impitoyablement-sincere","status":"publish","type":"post","link":"https:\/\/www.ringier.com\/fr\/brand-studio-ringier-toyota-impitoyablement-sincere\/","title":{"rendered":"Brand Studio Ringier: Toyota impitoyablement sinc\u00e8re"},"content":{"rendered":"\n<p>Toyota fait partie des marques automobiles les plus fiables et les plus couronn\u00e9es de succ\u00e8s au monde. Et poss\u00e8de malgr\u00e9 tout une image conservatrice. Pourtant, en tant que pionni\u00e8re de l\u2019hybride, Toyota est l\u2019un des constructeurs automobiles les plus durables et les plus innovants du march\u00e9, et poursuit cette tradition avec sa technologie de l\u2019hydrog\u00e8ne \u00e0 \u00e9mission z\u00e9ro. Cela fait d\u2019ailleurs des ann\u00e9es que Toyota n\u2019a aucun probl\u00e8me d\u2019amendes CO2. Et s\u2019il y a bien une chose qui n\u2019a rien d\u2019ennuyeux, c\u2019est assur\u00e9ment la mobilit\u00e9 neutre en CO2.&nbsp;<\/p>\n\n\n\n<p>L\u2019ennui et son contraire constituent pr\u00e9cis\u00e9ment la th\u00e9matique centrale de la nouvelle campagne d\u2019image de Toyota Suisse, con\u00e7ue et mise en \u0153uvre par le Brand Studio Ringier. \u00abNo more boring Cars\u00bb: telle est la devise, qui r\u00e9sume \u00e9galement la nouvelle identit\u00e9 de Toyota. Ce message est v\u00e9hicul\u00e9 par des headlines sur deux niveaux o\u00f9 les clich\u00e9s sont repris et r\u00e9fut\u00e9s en m\u00eame temps.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" data-id=\"11629\" src=\"https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen4-724x1024.jpg\" alt=\"\" class=\"wp-image-11629\" srcset=\"https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen4-724x1024.jpg 724w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen4-212x300.jpg 212w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen4-768x1086.jpg 768w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen4-1600x2263.jpg 1600w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen4-1086x1536.jpg 1086w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen4-1448x2048.jpg 1448w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen4-scaled.jpg 1810w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" data-id=\"11632\" src=\"https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen5-724x1024.jpg\" alt=\"\" class=\"wp-image-11632\" srcset=\"https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen5-724x1024.jpg 724w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen5-212x300.jpg 212w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen5-768x1086.jpg 768w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen5-1600x2263.jpg 1600w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen5-1086x1536.jpg 1086w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen5-1448x2048.jpg 1448w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen5-scaled.jpg 1810w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" data-id=\"11635\" src=\"https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen6-724x1024.jpg\" alt=\"\" class=\"wp-image-11635\" srcset=\"https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen6-724x1024.jpg 724w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen6-212x300.jpg 212w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen6-768x1086.jpg 768w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen6-1600x2263.jpg 1600w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen6-1086x1536.jpg 1086w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen6-1448x2048.jpg 1448w, https:\/\/www.ringier.com\/wp-content\/uploads\/2021\/10\/anzeigen6-scaled.jpg 1810w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/><\/figure>\n<\/figure>\n\n\n\n<p>Coh\u00e9rent, ironique, sinc\u00e8re. Si sinc\u00e8re que la marque ne craint pas de demander si le choix de la prochaine voiture doit vraiment se porter sur un SUV. La campagne mise sur des affichages de grande taille interactifs, sur une&nbsp;<a href=\"https:\/\/www.nomoreboringcars.toyota.ch\/fr\/\">page d\u2019accueil<\/a>, sur les r\u00e9seaux sociaux et sur les images mobiles. Trois clips vid\u00e9o ont \u00e9t\u00e9 produits en collaboration avec Shining Film, mettant en sc\u00e8ne des amis en train de discuter \u00e0 b\u00e2tons rompus des diff\u00e9rents mod\u00e8les de voitures.<\/p>\n\n\n\n<p>\u00abAvec \u00abNo more boring Cars\u00bb, le Brand Studio a r\u00e9ussi \u00e0 nous positionner comme nous souhaitions l\u2019\u00eatre: une marque courageuse, fra\u00eeche, innovante et durable. En effet, \u00abNo more boring Cars\u00bb est une promesse que Toyota peut tenir. Le fait est que Toyota propose des mod\u00e8les incroyablement bons. Il s\u2019agissait de faire passer ce message de mani\u00e8re non conventionnelle et innovante. C\u2019est pourquoi nous avons mis\u00e9 sur l\u2019auto-d\u00e9rision, l\u2019humour et des supports publicitaires originaux. Le r\u00e9sultat est une campagne inattendue qui convient parfaitement aux mod\u00e8les de Toyota\u00bb, se r\u00e9jouit Anita Gerber, directrice marketing Toyota AG. \u00abLa fin des voitures ennuyeuses, pr\u00e9cis\u00e9ment.\u00bb<\/p>\n\n\n\n<p>Vid\u00e9os de la campagne:<\/p>\n\n\n\n<p>GR Yaris:&nbsp;<a href=\"https:\/\/www.youtube.com\/watch?v=vE-NfKhy40I\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.youtube.com\/watch?v=vE-NfKhy40I<\/a><\/p>\n\n\n\n<p>Corolla:&nbsp;<a href=\"https:\/\/www.youtube.com\/watch?v=vqAXg-uKDDM\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.youtube.com\/watch?v=vqAXg-uKDDM<\/a><\/p>\n\n\n\n<p>RAV4:&nbsp;<a href=\"https:\/\/www.youtube.com\/watch?v=Sc0qUg4AI-4\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.youtube.com\/watch?v=Sc0qUg4AI-4<\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>Cr\u00e9dits<\/strong><\/p>\n\n\n\n<p><strong>Responsables chez Ringier Brand Studio \/ Ringier Advertising:<\/strong><\/p>\n\n\n\n<p>Fabian Z\u00fcrcher, Director Brand Studio; Iva Bozovic, Head of Strategy; Elgee Wee, Art Direction; Daniel Marx, Head of Video; Katharina Warszawska, Project Manager Content Marketing; Corinna Rota, Head of Content Marketing; Digital Team Ringier Advertising<\/p>\n\n\n\n<p><strong>Responsables chez Toyota:&nbsp;<\/strong><\/p>\n\n\n\n<p>Christian K\u00fcnstler, Managing Director Toyota AG; Anita Gerber, directrice marketing Toyota AG;&nbsp;<\/p>\n\n\n\n<p><strong>Responsables chez Emil Frey Digital AG:&nbsp;<\/strong><\/p>\n\n\n\n<p>Melanie Herbst, cheffe de projet Emil Frey Digital AG ; Martin Stocker, chef de projet Emil Frey Digital AG<\/p>\n\n\n\n<p><strong>Responsables chez OMAG:&nbsp;<\/strong><\/p>\n\n\n\n<p>Dario Fankhauser, Head of Content &amp; Strategy; Marcel Zirkel, Business Development Manager; Andreas Sch\u00e4rer; Team Manager Paid Direct; Flamur Dina, Account Manager Paid Direct &amp; TV<\/p>\n\n\n\n<p><strong>Responsables chez Shining Film:&nbsp;<\/strong><\/p>\n\n\n\n<p>Executive Producer: Sophie Toth, Producer: Yanik M\u00fcller, Directeur de la production: Flo Brunner, R\u00e9alisation: Manuel Flurin Hendry, DoP: Filip Zumbrunn, Edit: Alessandro Biffi, Sounddesign\/Mix: Jingle Jungle Tonstudios&nbsp;<\/p>\n\n\n\n<p><strong>\u00c0 propos de Ringier Advertising<\/strong><br><br>Ringier Advertising commercialise un portefeuille vari\u00e9 de portails digitaux et de presse \u00e9crite. Il s\u2019agit de marques propres \u00e0 Ringier AG et Ringier Axel Springer Schweiz AG et de leurs portails ainsi que des publications et portails de tiers tels que Bluewin.ch et Le Temps.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Qui a vraiment besoin d\u2019un SUV? Pour sa nouvelle campagne d\u2019image, Toyota Suisse mise sur une sinc\u00e9rit\u00e9 sans compromis et une bonne dose d\u2019humour. \u00abNo more boring Cars\u00bb devant devenir son programme, le fabricant automobile a choisi de jouer la carte de l\u2019auto-d\u00e9rision. Le Brand Studio Ringier est responsable de la strat\u00e9gie, de la conception, de la cr\u00e9ation et des m\u00e9dias.<\/p>\n","protected":false},"author":23,"featured_media":11610,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[370,363],"tags":[],"class_list":["post-11620","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-fr","category-ringier-medias-suisse"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Brand Studio Ringier: Toyota impitoyablement sinc\u00e8re - Ringier<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringier.com\/fr\/brand-studio-ringier-toyota-impitoyablement-sincere\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Studio Ringier: Toyota impitoyablement sinc\u00e8re\" \/>\n<meta property=\"og:description\" content=\"Qui a vraiment besoin d\u2019un SUV? 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