ADVERTISING

Toyota

Unbreakable

Agency: Saatchi & Saatchi

Description

Brief:
Take Toyota Hilux's brand promise "Unbreakable" to a new generation of consumers. Encourage these consumers to visit the showroom and/or arrange a test drive.
Solution:
Develop a screensaver, using the motion sensor built into the latest generation of laptops, to deliver a truly interactive experience and demonstrate the "unbreakability" of the 2008 Hilux. Distribute this to a database of potential Hilux buyers, and encourage them to forward it onto their friends. This allowed users to click through and arrange a test drive at their local dealership.
Results:
Marked increase (above 60% in some areas) in Hilux enquiries reported by dealerships. Corresponding increase in actual test drives. Informal dealer feedback described the campaign as "compelling", "entertaining", "very engaging" and "really helps to reinforce that a Hilux is unbreakable".

This professional campaign titled 'Unbreakable' was published in New Zealand in July, 2008. It was created for the brand: Toyota, by ad agency: Saatchi & Saatchi. This Ambient medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted about 14 years ago.

Credits

Advertising Agency: Saatchi & Saatchi, Auckland, New Zealand
Executive Creative Director: Mike O'Sullivan
Creatives: Rob Beamish, Hilary Badger, Stephen De Wolf
Producer: Liz Knox
Account Director: Dominic Henshall
Interactive Creative Director: Aaron Dustin
Interactive Developer: Matthew Visser

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