Logistics brand Toll refreshes brand strategy with VCCP Singapore

Australian logistics giant Toll has appointed communications agency VCCP Singapore to deliver an end-to-end refresh of the Toll brand and its brand communications, in line with the company’s new focus on the Asia Pacific region. This is part of a global assignment where VCCP will create communications that will run across APAC, Europe and North America.

The account was awarded to VCCP through a pitch in early 2022.

To launch the new positioning and showcase Toll’s entrepreneurial spirit, VCCP has developed a global creative campaign to encourage its consumers to 'Think Outside the Box'. This exemplifies Toll’s dedication towards finding innovative solutions for customers beyond the standard parameters of logistics, it said in a statement. 

This campaign, which is currently live, will be marketed through online and owned channels (website, customer platform), the agency said to MARKETING-INTERACTIVE. It will run for two months.

"Think Outside the Box is a tangible expression of Toll’s commitment to innovation, and the spirit of curiosity that is powering its drive into the APAC region. While the campaign idea provides an expansive, long-lasting platform, the distinctive execution style – using 3D illustration – offers up a multitude of ways to showcase the innovations Toll is bringing to the logistics sector,” said Andrew Hook, the executive creative director at VCCP Singapore.

Investing in its vision of becoming APAC’s partner of choice for global integrated solutions, Toll completed the divestment of its global express business through a strategy put in place to build a simpler and more focused business. It did this by strengthening its core businesses – Global Forwarding (GF) and Global Logistics (GL). Currently, its GL business continues to grow in key markets in APAC, while its GF business has diversified its offerings and expanded into key markets such as North America, SEA and Europe.

VCCP Singapore has also been tasked with refreshing the brand’s strategy to communicate Toll’s ‘Pivot to Asia’ plan, helping the brand to build awareness and drive consideration in Asia and beyond. Research and planning began with conducting primary stakeholder interviews, followed by secondary competition research to understand the brand’s strengths, weaknesses, category promises and the content and channels utilised.

The brand strategy is centered around the concept of ‘curiosity’ - to show that Toll can provide versatile and meaningful resolutions to problems its customers face, the statement said.

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“Toll is an iconic brand with a strong and proud history. Moving forward, our vision is to be a simpler and focused business as we pivot to Asia for business growth. 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," said Ebrahim Kazi, global head of brand at Toll.

Adding on, Siddhesh Naik, strategy director at VCCP Singapore shared that Toll is pushing the boundaries of its integrated logistics solutions and that partnering with them at this pivotal point in its business to shape the brand story is an exciting opportunity. "Our strategic narrative puts the focus on the core strengths of Toll and brings alive the customer focused solutions that Toll is developing for its customers,” he said.

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 customers with their challenges in logistics, transport and supply chain.  

Last year, Toll Group opened a local office in the Philippines, expanding its entrenched footprint across Asia. The Manila office enables Toll Group to more effectively support Philippine-based businesses in their supply chain needs, empowering them with a suite of best-in-class supply chain solutions and access to regional growth opportunities.

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