Toyota Australia - When newer isn't enough: The launch of the Lc70

Aisea Laungaue and Bram Williams

The launch of the LandCruiser 70 Series had to overcome a better spec'd and better priced competitor.

Toyota Australia – When newer isn't enough: The launch of the Lc70

Aisea Laungaue and Bram Williams

Agency: Saatchi & Saatchi

This is a story about the LandCruiser 70 Series, and the contribution of Planning to its successful launch amongst rural and regional customers.

Through qualitative research, Planning was able to identify an undiscovered insight into its buyers that helped LC70 successfully defend its price premium, despite its competition and a worsening economy.

This paper reflects on the important role of strategy in helping established brands.

The compelling consumer insight at the heart of the brief managed...

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