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.
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.
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