Toyota: Top to Bottom

Category: Most Effective PR or Experiential Campaign
Agency: Saatchi & Saatchi

Client: Toyota


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.