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...