Toyota Vios

After ten years without a full model change, the new Toyota Vios had a lot riding on it. The 4th generation came with bold upgrades in design, technology, and pricing. But to win over Malaysians, we needed to shift how people saw the Vios: from practical and predictable, to sleek, aspirational, and worth the premium.

We built the launch around one powerful idea: Defy Expectations. Teasers and social stories hinted at the many sides of our audience, before a buzz-worthy “controlled leak” with influencer Sean Lee set anticipation on fire. Then came the exclusive Media Drive in Langkawi, where top journalists experienced the new Vios in a setting as polished as the car itself.

From there, we rolled out a full ecosystem of content. From brand and product films to expert reviews, beauty shots, and fan reactions backed by a heavyweight media blitz across TV, print, OOH, and digital. The result: the Vios wasn’t just another launch, it was a bold reintroduction of what the name stands for.