Toyota: Top to Bottom

Toyota New Zealand marked the 60th anniversary of the arrival of the Land Cruiser off-road vehicle in New Zealand by launching the FJ Cruiser model.

Toyota: Top to Bottom

Category: Most Effective PR or Experiential CampaignAgency: Saatchi & Saatchi

Client: Toyota

Summary

How do you get the media, enthusiasts and heartland Kiwis genuinely involved in the launch of a highly profitable 4x4?

Take one FJ Cruiser, one ex-All Black and throw down a bold challenge: to drive from the top of New Zealand to the bottom, no roads.

What resulted was lots of mud, hi-jinx and plenty of making it up as the team went along all shared through social media, media partnerships and PR activity.

The result - thousands of...

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