CMI Toyota first approached WO to develop their 2020 brand campaign. WO collated and audited advertising material, including the very first TV campaigns which established the now familiar “We love to see you CMI’ling” jingle.

WO collaborated with Carat to conduct market research and discovered that the original jingle and its most recent adaptions had embedded themselves into the South Australian headspace. With brand recognition being powerfully tied to the jingle, WO sought to give it a modern update, and developed a refreshed jingle and rolled out a new brand campaign, and later released monthly TVCs over the course of the next four years.

In 2025, WO refreshed the CMI Toyota brand again after the completion of the new Christies Beach dealership, service centre upgrades, and new set of model vehicles across the entire range.

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Driving performance

The almond life

The way home

It's all about the flavour!

That's our Kimba

Overseas road trip

We move as one

When we connect

Brasserie Francaise

On the brink

We love to see you CMI'ling

Be the village