Toyota: Top to Bottom
Category: Most Effective PR or Experiential Campaign
Agency: Saatchi & Saatchi
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 New Zealanders helping Marc Ellis drive the new FJ Cruiser through the back country.
And a great business result for Toyota.
Marketing Challenger & Objectives
New vehicle manufacturers have faced difficult market conditions over the past two years. The Global Financial Crisis weakened the New Zealand economy causing a severe contraction in the new vehicle market.