|Title||NOTHING SOFT GETS IN|
|Brand||TOYOTA MOTOR CORPORATION|
|Product / Service||TOYOTA 4WD RANGE|
|Category||E01. Integrated Campaign Led by Promo|
|Entrant||SAATCHI & SAATCHI Sydney, AUSTRALIA|
|Entrant Company:||SAATCHI & SAATCHI Sydney, AUSTRALIA|
|DM/Advertising Agency:||SAATCHI & SAATCHI Sydney, AUSTRALIA|
|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|
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.
With 50 years of heritage in rural Australian communites Toyota is the only brand tough enough and respected enough in country areas to have done this promotional campaign idea with any credibility. Original for Toyota because it saw Toyota play the role of official vehicle suppliers of ‘Country Australia Border Security’, proving its credentials through association and shared ‘tough’ values with the fictional task force created. Original for consumers because it was an unexpected and fresh way to re-launch a familiar and trusted brand story, directly in their heartland.
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 all city people and their possessions 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.
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.