{"id":9151,"date":"2023-04-13T07:00:00","date_gmt":"2023-04-13T06:00:00","guid":{"rendered":"https:\/\/www.vccp.com\/singapore\/?post_type=news&#038;p=9151"},"modified":"2023-04-13T07:19:33","modified_gmt":"2023-04-13T06:19:33","slug":"vccp-singapore-refreshes-brand-strategy-and-communications-for-global-logistics-brand-toll","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/singapore\/news\/2023\/apr\/vccp-singapore-refreshes-brand-strategy-and-communications-for-global-logistics-brand-toll","title":{"rendered":"VCCP Singapore refreshes brand strategy and communications for global logistics brand, Toll"},"content":{"rendered":"<div class=\"lazyblock-video-1BhoGr wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/816456026?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z2gi1PL wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        With the help of VCCP, the new campaign perfectly captures the changing consumer demands and positions Toll as a true partner that will be able to solve business challenges of today while continuously developing innovative solutions for tomorrow. \n        <cite>Ebrahim Kazi, Global Head of Brand at Toll<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-27j4sm wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">VCCP Singapore has delivered an end-to-end refresh of the Toll brand and their brand communications, in line with the company\u2019s new focus on the Asia Pacific region.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Toll has been a household name in Australia for over 130 years. Now a subsidiary of Japan Post, Toll operates in key markets of APAC, North America and Europe to support more than 20,000 customers with their challenges in logistics, transport and supply chain.\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Investing in their vision of becoming Asia Pacific\u2019s partner of choice for global integrated solutions, Toll completed the divestment of its global express business. A strategy put in place to build a simpler and more focused business by strengthening their core businesses \u2013 Global Forwarding (GF) and Global Logistics (GL). Currently, their GL business continues to grow in key markets in APAC, while GF business has diversified its offerings and expanded in key markets like North America, SEA and Europe.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">VCCP Singapore has been tasked with refreshing the brand\u2019s strategy to communicate Toll\u2019s \u2018Pivot to Asia\u2019, helping them to build awareness &amp; drive consideration in Asia &amp; beyond. Research and planning began with conducting primary stakeholder interviews, followed by a secondary competition research to understand the brand\u2019s strengths, weaknesses, category promises and content\/channels utilised.\u00a0<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">Discovering that Toll kept its long-standing reputation of being customer centric, reliable and reputable, the brand strategy centred around the concept of \u2018curiosity\u2019 &#8211; to show that Toll provided versatile and meaningful resolutions to problems their customers faced.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Curiosity; a word that stands true for the innovative problem-solving nature of Toll and captures the essence of never being stagnant nor complacent \u2013 always striving to progress beyond business as usual to find different ways of tackling any challenges, led to the brand positioning <\/span><b>Curiosity In Motion.<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">To launch the new positioning and showcase Toll\u2019s entrepreneurial spirit, VCCP has developed the creative campaign of \u201cThink Outside the Box\u201d. This exemplifies Toll\u2019s dedication towards finding the best innovative solution for customers beyond the standard parameters of logistics. Developing film assets, social media and direct assets, the campaign is now live globally.\u00a0<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z29kRrv wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        Think Outside the Box is a tangible expression of Toll\u2019s commitment to innovation, and the spirit of curiosity that is powering its drive into the Asia Pacific region. \n        <cite>Andrew Hook, Executive Creative Director at VCCP Singapore<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-two-column-images-2hBNv3 wp-block-lazyblock-two-column-images\"><section class=\"fullwidth\">\n  <div class=\"container container--spaced-sm\">\n\n    <div class=\"row\" data-aos=\"fade-up\">\n      \n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/04\/CVP2_1200x1200.png 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/04\/CVP2_1200x1200.png\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/04\/CVP3_1200x1200.png 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/04\/CVP3_1200x1200.png\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            \n    <\/div>\n\n  <\/div>\n<\/section>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":35,"template":"","categories":[191],"class_list":["post-9151","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":["988","8349","8351","2655","8352"],"client_id":"9160","hero_video":"","hero_image":{"ID":9158,"id":9158,"title":"Screen Shot 2023-04-12 at 2.31.38 pm","filename":"Screen-Shot-2023-04-12-at-2.31.38-pm.png","filesize":1030613,"url":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/04\/Screen-Shot-2023-04-12-at-2.31.38-pm.png","link":"https:\/\/www.vccp.com\/singapore\/news\/2023\/apr\/vccp-singapore-refreshes-brand-strategy-and-communications-for-global-logistics-brand-toll\/attachment\/screen-shot-2023-04-12-at-2-31-38-pm","alt":"","author":"35","description":"","caption":"","name":"screen-shot-2023-04-12-at-2-31-38-pm","status":"inherit","uploaded_to":9151,"date":"2023-04-12 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