Toyota: Top to Bottom

Category: Most Effective PR/Experiential Campaign
Agency: Saatchi & Saatchi
Client: Toyota


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 road, using public relations and media partnerships to recruit a social media community to direct him and help him find his way.

By tapping into the romance of the Cruiser legend, Saatchi & Saatchi struck gold.

A niche model FJ may be, but the thought of an FJ appeals to pretty much every male in New Zealand who loves the thought of barrelling through the bush in an indestructible 4x4.