Results and Effectiveness

Toyota surpassed all sales targets for the 4WD range and successfully defended its number 1 status in Country Australia. It achieved the goals by reminding Country Australians that Toyotas are the only 4WDs as tough as they, with a message and tone that was highly relevant to the local culture and by using localised media channels (existing and unique) to give country folks a true champion. 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 awareness was huge and it strengthened the bond local consumers have with Toyota 4WDs.

Creative Execution

Creative strategic solution: To establish 'Country Australia Border Security', a task force of local country blokes who defend their borders from 'soft' city stuff. We built a border post between the city and the country and equipped them with the only vehicles tough enough to get the task done, Toyota 4WDs. Channels: Included existing and unique local media solutions to tell a local story to local consumers. We started by using unique localised media, including our own version of iconic Australian 'now targeting signs' along local country roads and declaration forms for people to fill out when entering the country, vehicle notifications forms and a locally distributed bulletin. Documented film then showed the security force and cars in action, airing on local regional TV stations and online. This was supported by local press, poster and magazine campaigns, plus an interactive website.

Insights, Strategy and the Idea

Objectives: Defend Toyota's number 1 status in Country Australia and boost sales of the Toyota 4WD range across regional areas. Target: Country Australians who already regard Toyota 4WDs as tough vehicles for tough places, but need reminding as cheaper brands are trying to get a foothold. Insight: Country Australians are tough and they regard all city people and their possessions as 'soft', (weak and namby-pamby). Relevance: To client, because Toyota has 50 years of heritage in rural Australian communities, and a reputation as the only 4WD brand tough enough for these country areas. Only Toyota could have done this campaign. To the audience, because it built on the relationship local consumers have with Toyota 4WDs and uses an existing Australian cultural insight, the rivalry between the country and the city.