The Brief

Objective: Defend Toyota's number 1 status in Country Australia and boost sales of the Toyota 4WD range across regional country areas, led by a direct communications campaign. Audience: Was drawn from both existing and new customers. Strategy of the campaign: We reminded Country Australian blokes that Toyotas are the only 4WDs as tough as they are.

Creative Execution

Relevance: Toyota has 50 years of heritage in rural Australian communities, and a reputation as the only 4WD brand tough enough for Australia's country areas. So it's highly relevant the tough Country Australian 4WDs helped to protect the tough Country Australian way of life. The strength of this campaign is that Toyota are the only brand tough enough and respected enough in country areas to have done it with any credibility. Plus it builds on an existing cultural truth local consumers knew and loved. It's original because we created a new tough partner (Country Australia Border Security) and then we sponsored them. Toyota's tough country credentials are proven through association and confidence proven by playing a supporting role.

Describe the creative solution to the brief/objective.

Creative solution: We used an existing cultural rivalry. Tough Country Australians think all city people and their possessions are 'soft', (weak and namby-pamby). We built a border post between the country and the city and established 'Country Australia Border Security', a task force of local country blokes to defend it from 'soft' city stuff. We equipped them with Toyota 4WDs, the only vehicles tough enough to get the job done. Our campaign led with targeted and unique direct localised communications, supported by local regional TV/press/poster and online to drive traffic to local dealerships to buy the same 4WDs driven by their local Border Security heroes.

Results

The response of local consumers was overwhelming with sales results for new Toyota 4WDs surpassing all sales targets for the 4WD range. Even after years of drought and in tough economic times. Best 4WD sales month in Toyota Australia's history. Toyota Prado sold out, with 2 month waiting list. Best sales month for Toyota HiLux in years. Proof that new and existing relationships were built and the bond local consumers have with Toyota 4WDs strengthened.