THIS IS LANDCRUISER COUNTRY

TitleTHIS IS LANDCRUISER COUNTRY
ClientTOYOTA
Product / ServiceLANDCRUISER
CategoryA02. Best Non-Fiction Program, Series or Film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
EntrantSAATCHI & SAATCHI Sydney, AUSTRALIA
Entrant Company SAATCHI & SAATCHI Sydney, AUSTRALIA
Contributing Company SAATCHI & SAATCHI Sydney, AUSTRALIA

The Campaign

There is not much branded content on primetime television in Australian. According to the Australian CH7 this was the first of it’s kind. The opportunity to speak to a mass market in a unique way, whilst helping a legion of loyal Outback drivers, was too good to miss.

Results

We wanted to establish LandCruiser as the ultimate 4WD built to overcome the extreme, like the harsh Australian Outback. So we made a statement as big as the Outback itself: THIS IS LANDCRUISER COUNTRY. WHERE ACTIONS SPEAK LOUDER THAN WORDS. We backed it up by doing what locals in the Outback do. We rolled up our sleeves, stopped talking and started doing, helping Outback locals overcome recent problems ranging from a lack of government funding to extreme flooding. Whilst competitors were busy talking about their vehicles capabilities with traditional advertising campaigns, we proved ours by giving back to our loyal drivers in the Outback during their time of need. And by turning this into a prime time television show, we ensure massive reach, from the Outback and into urban areas.

By partnering with existing television show, The Great Outdoors, we created an eight-episode prime time television show, drawing mass audiences to our content. In addition to this, there were Ch7 promos, television listings and segments on morning news program Sunrise, which advertised the show.

Actions really do speak louder than words. We travelled 7,500 km and involved 1,200 volunteers to help more than 40,000 locals in outback communities. Over 4 million Australians viewed the show and this campaign helped Toyota LandCruiser 200 increase sales by a whopping 49% capturing 87% share of the Large SUV & 4WD segment. Toyota’s key brand metric of desirability rose an impressive 13% for LandCruiser 200, having remained stable since Q3, 2009. Within two months we pushed Nissan Patrol sales from steady growth into decline – sales of our competitor halved between June and October 2012. Sources: VFACTS, Toyota Brand and Communications Tracker.

Credits

Name Company Position
Amy Turnbull Saatchi/Saatchi Business Director
Ben Court Saatchi/Saatchi Group Business Director
Kate Gooden Saatchi/Saatchi Agency Producer
Wassim Kanaan Saatchi/Saatchi Art Director
Jon Burden Saatchi/Saatchi Copywriter
Steve Carlin Saatchi/Saatchi Creative Director
Damon Stapleton Saatchi/Saatchi Executive Creative Director