Toyota still leading the way in Afrikaans

This is in reaction to Toyota's undertaking to honour its catchphrase “Leading the way” once again this year by supporting the 14th annual Pendoring advertising competition and project as a sponsor. Entries open on 1 April 2008 and the closing date is 18 July. The Pendoring gala event is to take place on 19 September.

According to Klerck, it is important that Afrikaans is promoted in an enthusiastic way by its full language community by projects like Pendoring. “If everybody does not take hands, the chances are poor that coming generations will have a colourful and variegated Afrikaans.

“If you want the black rhinoceros not to become extinct, make it a dairy cow. Utility animals are not likely to die out. If you have an economic purpose, people are interested in you. If you are marketable, you will not become extinct! And, Afrikaans is certainly marketable.”

Promise to South Africans

Klerck says Toyota's well-known former punch-line “Everything keeps going right” was a promise to South Africans that Toyota is truly South African, and proud to be South African. The promise has been adapted to new times, with the catchphrase “Leading the way”. This means that Toyota is not only taking the lead with regard to the world's foremost technology, but also with regard to environmental awareness, education and training. Toyota believes in ploughing back into the community by supporting different interest groups.

According to Dawid Brand, Pendoring co-ordinator, the competition feels proud to have this world-class group – that has been a South African market leader for 28 years – as a Pendoring sponsor. “Toyota is certainly one of the most loyal advertisers in Afrikaans. This group has never been a spectator. They have always rolled up their sleeves to work in the pits to keep the Afrikaans wheels oiled.”

Brand says Toyota's sponsorship to Pendoring is invaluable. “An investment in Pendoring is far-reaching. On the one hand it is an investment in the creation and awarding of good Afrikaans advertising, and on the other hand it is an investment in the language and its speakers.”

“By supporting Pendoring, Toyota is setting the pace for other companies. There is no longer time for talk. Companies and marketing people can no longer ignore the value of Afrikaans advertising. It is go-getter organisations like Toyota – that not only reaps but is prepared to sow – that will be able to successfully mow in Afrikaans. Speak the language. It pays!” says Brand.

Success based on service delivery

According to Klerck, Toyota South Africa's success recipe is based on service delivery. With record sales each month, it is clear that Toyota has perfected the art of bringing the right message to the right people in the right way, as well as fulfilling its advertising promises.

Excellent advertising has always been an important part of Toyota's accoutrement. Toyota and its agency FCB were awarded with the golden Pendoring for their online advertisement titled Hand, for the Toyota Quantum. This is the fourth Pendoring award that this group has walked away with.

According to Klerck, the Afrikaans-speaker contributes to Toyota South Africa's success. He feels that Afrikaans consumers are comfortable with a company that takes the trouble to advertise in their language and are also more inclined to be loyal to such a company.

“Clearly, this is a reason to advertise in Afrikaans. This is also why supporting Pendoring is so important to Toyota South Africa. Pendoring is unique because it encourages advertising agencies and advertisers to create brilliant ideas to promote products and services. Pendoring not only creates a channel for Afrikaans advertising, it also creates the opportunity to promote creativity and a further revival in Afrikaans.”

More details about this year's entries, categories and prizes will be available soon on www.pendoring.co.za.