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Unbreakable

Published/Aired: 
July 2008
Description: 

Brief:
Take Toyota Hilux's brand promise "Unbreakable" to a new generation of consumers. Encourage these consumers to visit the showroom and/or arrange a test drive.

Solution:
Develop a screensaver, using the motion sensor built into the latest generation of laptops, to deliver a truly interactive experience and demonstrate the "unbreakability" of the 2008 Hilux. Distribute this to a database of potential Hilux buyers, and encourage them to forward it onto their friends. This allowed users to click through and arrange a test drive at their local dealership.

Results:
Marked increase (above 60% in some areas) in Hilux enquiries reported by dealerships. Corresponding increase in actual test drives. Informal dealer feedback described the campaign as "compelling", "entertaining", "very engaging" and "really helps to reinforce that a Hilux is unbreakable".

Advertising Agency: Saatchi & Saatchi, Auckland, New Zealand
Executive Creative Director: Mike O'Sullivan
Creatives: Rob Beamish, Hilary Badger, Stephen De Wolf
Producer: Liz Knox
Account Director: Dominic Henshall
Interactive Creative Director: Aaron Dustin
Interactive Developer: Matthew Visser

Comments (18)

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Highest Rated

fersvax's picture
fersvax
Activity Score 1239

Then, I take back my words, but why Mr. Jobs is keeping this a secret? Why is it not as a feature in my MacBook's user manual?

FER.

shrrr's picture
shrrr
Activity Score 69

coool:)

Todster35's picture
Todster35
Activity Score 94

How Ironic; the car is unbreakable, but you total your laptop in the process.

ivan's picture
ivan

Do you really? I think the laptop can take a bit of shaking around. :)

Mezooo's picture
Mezooo
Activity Score 174

nice idea... but:

downloaded it with my macbook pro - the installation process is a mess.
and it didn't work...

similar software is easier to install and does work...

so nice idea, bad execution

kgeiger's picture
kgeiger
Activity Score 7311

Could you please post a download link?

iRIO's picture
iRIO
Activity Score 224

old stuff but vere interective!

fen1x's picture
fen1x
Activity Score 471

:D

fersvax's picture
fersvax
Activity Score 1239

This is a bigger hoax than the chupacabras. The motion sensor in MacBooks is for protection of the hard disk drive in case of a violent shake or fall. Not for maneuvering like it's a PS3 controller. This would be good in an ideal world, but not in Ads of the world. This sucks!!!

FER.

EvilSquall's picture
EvilSquall
Activity Score 35

Well, for a hoax, it works pretty well.
The motion sensor CAN be used like a ps3 controller.
Check here:

http://www.macobserver.com/article/2006/06/06.15.shtml

fersvax's picture
fersvax
Activity Score 1239

Then, I take back my words, but why Mr. Jobs is keeping this a secret? Why is it not as a feature in my MacBook's user manual?

FER.

Zeus's picture
Zeus
Activity Score 906

GRRREEEEAAATTTTT!!! very cool

sumbody's picture
sumbody
Activity Score 134
Age's picture
Age
Activity Score 74
vulvavalvula's picture
vulvavalvula
Activity Score 13
tinchowww's picture
tinchowww
Activity Score 20

GREAT! this is how to use new media

raverus's picture
raverus
Activity Score 1476

So who moves his/her laptop that much?

ChuckNorris's picture
ChuckNorris
Activity Score 834

No one.

It's supposed to be sort of a game.

Frits Harkema's picture
Frits Harkema
Activity Score 713

I tried it with my own Toyota Hilux and who is going to pay for the damage? You?

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