NOTHING SOFT GETS IN

Spike
The Flash Media Player is required to view this content.
TitleNOTHING SOFT GETS IN
ClientTOYOTA MOTOR CORPORATION
Product / ServiceTOYOTA 4WD RANGE
CategoryD02. New Product Launch/Re-launch
EntrantSAATCHI & SAATCHI Sydney, AUSTRALIA
Entrant Company:SAATCHI & SAATCHI Sydney, AUSTRALIA
DM/Advertising Agency:SAATCHI & SAATCHI Sydney, AUSTRALIA

Credits

The Brief

Defend Toyota's number 1 status in Country Australia, (also known as Outback Australia), by creating immediate and significant sales of the Toyota 4WD range across regional country areas as a direct result of the integrated promotional campaign idea.

Creative Execution

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 makes sense the unofficial 4WDs of Country Australia became the official 4WDs of Country Australia, helping to protect the tough way of life. In fact, Toyota is the only brand tough enough and respected enough in country areas to have done this promotional campaign idea with any credibility.

Describe the creative solution to the brief/objective.

We reminded Country Australians that Toyotas are the only 4WDs as tough as they are. We based our promotional idea on a rivalry that exists in local Australian culture. Tough Country Australians think city people are 'soft'. So we created a tough new partner: 'Country Australia Border Security', a task force of country blokes to defend their borders from 'soft' city stuff. Then we sponsored them with Toyota 4WDs, the only vehicles tough enough to get the job done. We built a border post and rolled out an promotional propaganda campaign using a number of existing and unique localised channels.

Results

The 'Country Australia Border Security' promotional idea was so well received by local country consumers that it resulted in an overwhelming response, with sales of new Toyota 4WDs surpassing all targets for the promotional period. 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. Successfully defended Toyota's number 1 status in Country Australia. And all this after years of drought and during tough economic times.

Credits

Name Company Position
Steve Back Saatchi & Saatchi Executive Creative Director
Dave Bowman Saatchi & Saatchi Creative Director
Steve Jackson Saatchi & Saatchi Copywriter
Vince Lagana Saatchi & Saatchi Art Director
Kate Whitfield Saatchi & Saatchi Agency Producer
Tim Bullock Prodigy Films Director
Julianne Shelton Prodigy Films Producer
Ben Court Saatchi & Saatchi Group Business Director
Amy Turnbull Saatchi & Saatchi Business Director
Simon Bird Saatchi & Saatchi Planner
Jeremy De Villiers Saatchi & Saatchi Producer (print)
Simon Jarosz Saatchi & Saatchi Digital creative