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Creative innovation studio R/GA Australia has launched a new customer platform and loyalty program for Toyota, marking a significant leap in auto-customer engagement.

Toyota Go aims to consolidate all of the brand’s automotive products and services under one comprehensive umbrella. The membership program integrates personalised rewards, servicing, wishlists, as well as profile management tools, all in one unified and easily accessible portal.

While the basic features will be accessible to all users, Toyota vehicle owners can enjoy the full breadth of benefits as Toyota Go members.

Partnering with Toyota, R/GA developed a program that taps 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. From the project’s inception, R/GA led strategy, leveraging data to inform decisions, and guided the brand design and delivery of the platform. In collaboration with partners, they also crafted the customer interface for the portal.

Michael Titshall, APAC CEO at R/GA said, “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.”

Vin Naidoo, chief marketing officer at Toyota, said, “R/GA has enabled us to solve problems in ways our customers are excited about. 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.”