We love to see you CMI'ling
- Client
- CMI Toyota
- Years Active
- 06
- Deliverables
- Digital
- Display
- Media deployment
- Outdoor
- Photography
- Pre-post production
- Radio
- Social media
- TVC
Challenge – CMI Toyota have been the leading seller of Toyota vehicles in South Australia for over a decade. With the “We love to see you CMI’ling” brand message already embedded in the South Australian culture, WO have been there to continue its legacy and maintain CMI Toyota’s standing across multichannel campaigns and sales events.
Strategy
CMI Toyota first approached WO to develop their 2020 brand campaign. WO collated and audited advertising material, including the very first TV campaigns which established the now familiar “We love to see you CMI’ling” jingle.
WO collaborated with Carat to conduct market research and discovered that the original jingle and its most recent adaptions had embedded themselves into the South Australian headspace. With brand recognition being powerfully tied to the jingle, WO sought to give it a modern update, and developed a refreshed jingle and rolled out a new brand campaign, and later released monthly TVCs over the course of the next four years.
In 2025, WO refreshed the CMI Toyota brand again after the completion of the new Christies Beach dealership, service centre upgrades, and new set of model vehicles across the entire range.
Outcome
The 2025 campaign, which was filmed over three days at the new Christies Beach dealership and features CMI’s team members, is the result of months of collaborative planning. Together with CMI Toyota and their media agency, Carat, WO developed a media-specific production strategy to ensure that every asset, across TV, BVOD, social, radio, and programmatic, was tailored to platform and audience.
WO produced large scale outdoor advertising for the new Tundra. Photos were shot to match assets being produced by Toyota national.
WO blended VFX and live action footage for the 2024 EOFY sale TVC, produced entirely in house.
