FJ cruiser Extreme 4DX - DEFY-SD

Insights, Strategy and the Idea
We were faced with an extreme challenge: How do we launch the new 2014 Toyota FJ Cruiser Extreme and achieve a stand-out awareness of the many wonders of this formidable 4x4 – in the face of an already overcrowded off-road segment? We hit upon a simple device: by reversing the test-drive process for the first time, and bringing the ‘test-drive’ FJ experience to our action-loving audience. And in the process, invite test-drives to the showroom. We spotted a perfect opportunity to link our audience’ love of automotive adventure with the ultimate action avenue: THE CINEMA! We used the chance to be the region’s first automotive brand to utilize the revolutionary 4DX technology to present our audience with the test-drive of their lives!

Creative Execution
We shot a 30 second standard cinema commercial that used a multitude of first-person POV orientated shots and action packed driving sequences whilst taking the viewer across desert, rock and water terrains. Working closely in conjunction with Motivate/VOX cinemas, we were able to tap into the perfect format of the new 4DX technology. It allowed us to use augmented environment effects such as seat motion, wind, rain, fog, lighting and scents supplementing the action sequences in standard video format – thereby giving our audience the feeling of every bump, splash and win…right in their seats! The commercial screened at the Fast & Furious movie, provided the perfect appeal for our adrenalin loving audience!

Results and Effectiveness
Over the course of a 6-week period, an estimated 21,000 viewers experienced the FJXtreme commercial, generating extreme interest in the special action model and making the action packed campaign one of the most successful 4x4 launches in the UAE to date! Out of the total stock, a staggering 50% were sold within 2 months! Now that’s extreme success, if there ever was one!