The Brief

The brief was to reinforce a relationship with LandCruiser loyalists, whilst also welcoming a new legion of drivers, predominantly from the suburbs, by connecting with them in a way that was relevant to their lives and Toyota LandCruiser.

Describe how the promotion developed from concept to implementation

..

Describe the success of the promotion with both client and consumer including some quantifiable results

This campaign achieved its goals of starting a meaningful relationship with a new legion of LandCruiser drivers from urban areas, who had helped increase sales by 49% in 2012. We also achieved our goals of reconnecting with existing LandCruiser drivers, who had passionately expressed concern on the LandCruiser facebook page, about new LandCruiser drivers not using their vehicle in the way it was intended. People forwarded this communication on and as a result of this campaign more people started to go off-road, “wearing their dirt with pride” by uploading a shot of their dirty vehicle, to the LandCruiser facebook page.

Explain why the method of promotion was most relevant to the product or service

Because the LandCruiser is the toughest 4WD on the planet, made to go off-road. For sixty years in has been helping people overcome the harsh Australian Outback, but recently, it has grown in popularity with suburban drivers who weren’t venturing off-road. They were using their LandCruiser more like a shopping trolley.