Toyota: RAV4 - Anything Goes

This case study details how Toyota, a car manufacturer, reinvigorated its RAV4 compact SUV brand in the Australian market.

Toyota: RAV4 - Anything Goes

BWM Dentsu

TOYOTA RAV4: Anything Goes

When it first launched in 1994, RAV4 was a true trailblazer. Creating the exciting new Compact SUV category, it quickly established itself as an icon for the young and independent; the enabler of the active lifestyle that its 20 something drivers longed for. In a market dominated by the larger off-roading SUV, RAV4 provided a welcome, more versatile alternative to the big, rugged 4WDs.

Fast-forward 20 years, RAV4 was facing an identity crisis. Having led the category for so long, RAV4 had grown up with its audience both in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands