Unbreakable

Agency Network: 
Published/Aired: 
July 2008
Toyota:  Unbreakable
Toyota Ambient Ad -  Unbreakable

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".

Ambient advertisement created by Saatchi & Saatchi, New Zealand for Toyota, within the category: Automotive.

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
Log in to post comments
shrrr's picture

coool:)

shrrr
Activity Score 69
creative/copywriter ; BBDO Cairo
Todster35's picture

How Ironic; the car is unbreakable, but you total your laptop in the process.

Todster35
Activity Score 94
Copywriter at Bray Leino |

DevonDan

ivan's picture

Do you really? I think the laptop can take a bit of shaking around. :)

ivan
Creative Director at Ads of the World
Mezooo's picture

nice idea... but:

downloaded it with my macbook pro - the installation process is a mess.
and it didn't work...

similar software is easier to install and does work...

so nice idea, bad execution

Mezooo
Activity Score 174
Gießen/Germany
kurtberengeiger's picture

Could you please post a download link?

kurtberengeiger
Activity Score 7357
Copywriter
iRIO's picture

old stuff but vere interective!

iRIO
Activity Score 224
jobless
fen1x's picture

:D

fen1x
Activity Score 471
Graphic Designer at Multimedia Designer (graphic, www)
fersvax's picture

This is a bigger hoax than the chupacabras. The motion sensor in MacBooks is for protection of the hard disk drive in case of a violent shake or fall. Not for maneuvering like it's a PS3 controller. This would be good in an ideal world, but not in Ads of the world. This sucks!!!

fersvax
Activity Score 1239
Creative Director |

FER.

EvilSquall's picture

Well, for a hoax, it works pretty well.
The motion sensor CAN be used like a ps3 controller.
Check here:

http://www.macobserver.com/article/2006/06/06.15.shtml

EvilSquall
Activity Score 35
Berlin
fersvax's picture

Then, I take back my words, but why Mr. Jobs is keeping this a secret? Why is it not as a feature in my MacBook's user manual?

fersvax
Activity Score 1239
Creative Director |

FER.

Zeus's picture

GRRREEEEAAATTTTT!!! very cool

Zeus
Activity Score 906
somewhere
sumbody's picture
sumbody
Activity Score 134
Art Director
Age's picture
Age
Activity Score 74
vulvavalvula's picture
vulvavalvula
Activity Score 13
Director Creativo- Kike Millán / Brava Idea Publicidad, WPP (Y&R, Ogilvy, 141 World Wide) , BBDO Venezuela, Proximity World Wide.
tinchowww's picture

GREAT! this is how to use new media

tinchowww
Activity Score 20
Creative Director
raverus's picture

So who moves his/her laptop that much?

raverus
Activity Score 1476
Art Director
ChuckNorris's picture

No one.

It's supposed to be sort of a game.

ChuckNorris
Activity Score 834
Creative Director
Frits Harkema's picture

I tried it with my own Toyota Hilux and who is going to pay for the damage? You?

Frits Harkema
Activity Score 713
Antwerpen
Advertisement
Featured Content

Latest Collections

Advertisement