R/GA Australia has launched a new customer platform and loyalty program for Toyota, named 'Toyota Go'. The platform consolidates all of Toyota's automotive products and services under one comprehensive membership and rewards umbrella.

The membership program integrates personalised rewards, servicing, wishlists, and unified profile management tools in one portal. Basic features of 'Toyota Go' will be accessible to all users, however, Toyota vehicle owners can enjoy the full breadth of benefits as 'Toyota Go' members.

R/GA developed the program in partnership with Toyota, aiming to tap into the emotional core of Toyota's brand vision of creating mobility and happiness for all. 'Toyota Go' aims to give all members more moments of happiness - both short-term like Ampol rewards, and long-term like exclusive loyalty benefits.

R/GA led strategy, leveraging data to inform decisions, and guided the brand design and delivery of the platform. R/GA also crafted the customer interface for the portal in collaboration with partners.

“R/GA has enabled us to solve problems in ways our customers are excited about," said Vin Naidoo, Chief Marketing Officer at Toyota. "Toyota Go aims not only to reward customer loyalty, but also to understand, meet, and exceed their expectations. This forward-thinking approach unlocks new opportunities across Toyota’s entire business value chain, services, and products.”

Michael Titshall, APAC CEO at R/GA, commented on the launch: “Customer loyalty is no longer static; it evolves alongside advancements in tech and changing consumer behaviours. With Toyota Go, we’re not just reacting to these shifts – we’re anticipating them, ensuring we provide robust and future-proofed loyalty programs.”

This new platform represents a significant step in Toyota's customer engagement strategy, offering a comprehensive suite of tools and rewards to enhance the customer experience and build brand loyalty.