Toyota: Top to Bottom

This New Zealand campaign for Toyota's off-road 4x4, the FJ Cruiser, was based around a challenge involving a celebrity ambassador, retired rugby player Marc Ellis, who drove around the country off-road in the vehicle for 19 days.

Toyota: Top to Bottom

Category: Most Effective PR/Experiential CampaignAgency: Saatchi & SaatchiClient: Toyota

Summary

A 19 day challenge that took one FJ Cruiser and one ex-All Black the length of New Zealand – off road – was a winner for Toyota. Along the way there were a whole lot of hijinks that garnered support from communities via social media. The off-road approach certainly paid off, with sales 13% ahead of forecast.

Key learnings

To launch the FJ Cruiser in New Zealand Saatchi & Saatchi challenged Marc Ellis to drive the length of the country off...

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