Going Places
with Toyota
Over time, Toyota New Zealand’s website had become bloated, with content spread across hundreds of pages. The launch of “Let’s Go Places” gave us a chance to rethink things – simplifying the structure and bringing the brand story and product information closer together in a way that better reflects how people actually shop for a car.
We simplified scattered pages into a clearer, more cohesive journey that helps people feel confident as they explore. By bringing Toyota’s brand and product story together in one flow, we were able to cut many pages out and focus on what really matters.
The approach
We also reorganised content around Toyota’s core pillars – Mobility, Sustainability and Community – to create a clearer path through the site. This helped guide people from the bigger brand story through to the cars that best fit their needs.
We went places
With Toyota New Zealand’s site starting to feel dated, we needed a design approach that matched the forward-looking campaign wording. We leaned into bold, full-width modules and strong campaign imagery to bring the “Let’s Go Places” platform to life and create a more modern, confident feel across the experience.
Bold by design
We created a dedicated hub to showcase Toyota’s hybrid and EV story, balancing emotional reassurance with practical information. It supported the launch of the bZ4X while helping customers better understand Toyota’s direction as it moves further into electrification.
Electric shift
The new experience led to a 77% increase in users moving from brand content to product pages, showing a clearer path through the site. We also reduced total page count by 45% and saw a 17% drop in conversion fall-off, helping more users move through the journey with confidence.