Toyota bZ4X Prelaunch + Launch
Client: Toyota
Role: Art Director, Designer
Agency: RAPP
Scope: Email
Year: 2020
In 2020, the bZ4X joined the Toyota lineup as the manufacturer's first-ever all-electric SUV, a significant milestone for a brand built on reliability and mass-market trust. To support the launch, we pitched a three-touch email campaign that would meet prospective buyers at every stage of consideration. The challenge was to make the case for EV ownership without alienating drivers who had never considered going electric, framing the bZ4X not as a departure from what Toyota does well, but as the natural next step.
Email 1 (pre-launch): The prelaunch email, "Get Ready to Take Charge," primes the audience with a focus on charging infrastructure, addressing one of the biggest hesitations around EV ownership before the vehicle is even introduced. Leading with practicality clears the path for the launch emails to focus on desire.
Email 2 (launch): The first launch email, "Electric Like Only Toyota Can," pulls back to the full picture, leading with range, platform, and performance before moving into exterior design, ownership benefits, and technology. It makes the broad case for the bZ4X as a statement vehicle with the specs, styling, and ownership perks to back it up.
Email 3 (launch): The second launch email, "Welcome In," focuses on the ownership experience. Leading with the interior, it highlights comfort, connectivity, and technology before revisiting charging options in greater detail, and closes with a breakdown of Toyota Safety Sense 3.0, moving the conversation from desire to confidence.
