Title | 4X4 DESERT/FOREST/SNOW - TOYOTA |
Brand | TOYOTA MOTOR PHILS CORP |
Product / Service | LAND CRUISER |
Category | A02. Posters |
Entrant | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
Entrant Company: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
Design/Advertising Agency: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Andrew Petch | Ace Saatchi & Saatchi | Executive Creative Director |
Aste Gutierrez | Ace Saatchi & Saatchi | Associate Creative Director |
Aste Gutierrez | Ace Saatchi & Saatchi | Copy Writer |
Andrew Petch | Ace Saatchi & Saatchi | Copy Writer |
Biboy Royong | Ace Saatchi & Saatchi | Art Director |
Carl Urgino | Ace Saatchi & saatchi | Head of Art |
Thony Alunan | Ace Saatchi & Saatchi | Final Artist |
Dovie Raquel | Ace Saatchi & Saatchi | Final Artist |
Rodel Quitain | Ace Saatchi& Saatchi | Print Producer |
Norbert Pineda | Ace Saatchi & Saatchi | Account Manager |
Carol Arellano | Ace Saatchi & Saatchi | Account Supervisor |
Photolibrary | Photolibrary | Photographer |
We took off from the observation that these harsh terrain rain forests, snowy mountains, and deserts can only be seen from afar, such as from an airplane. We wanted to tell potential buyers that in the powerful Toyota 4x4 Land Cruiser, they could easily get an upclose look, even at the smallest sights. Hence, our brand-defining proposition: See more in a 4x4.
We were tasked to market the Toyota 4x4 Land Cruiser to those who want to explore even the harshest terrain.
We took a picture of famous terrain, then divided it 4x4. We then recreated the terrain with pictures of things that could be found there. So from afar, the picture just looks like a wide shot of the terrain. But looking closer, you discover that there's so much more to see just like the experience of riding in a Toyota 4x4 Land cruiser. This was applied to print, poster, and outdoor materials.
In the quarter it was implemented, foot traffic in Toyota showrooms increased to 134%. Telephone inquiries rose to 140%. And Toyota 4x4 Land Cruiser units sold overshot projections by 300%.