Toyota: Nothing Soft Gets In
Brief: 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 a promotional campaign idea.
Promotion developed from concept to implementation: 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 city people 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 supplied 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.
Success of the promotion with both client and consumer including some quantifiable results: 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.
Method of promotion: Toyota has 50 years of heritage in rural Australian communities, and a reputation as the only 4WD brand tough enough for Australia’s country areas. So it makes sense the unofficial 4WDs of Country Australia became the official 4WDs of Country Australia, helping to protect the tough way of life. In fact, Toyota is the only brand tough enough and respected enough in country areas to have done this promotional campaign idea with any credibility.
Advertising Agency: Saatchi & Saatchi, Sydney, Australia
Executive Creative Director: Steve Back
Creative Director: Dave Bowman
Copywriter: Steve Jackson
Art Director: Vince Lagana
Agency Producer: Kate Whitfield
Director: Tim Bullock (Prodigy Films)
Producer: Julianne Shelton (Prodigy Films)
Group Business Director: Ben Court
Business Director: Amy Turnbull
Planner: Simon Bird
Producer – print: Jeremy de Villiers