Toyota: Top to Bottom
Category: Most Effective PR/Experiential CampaignAgency: Saatchi & SaatchiClient: Toyota
Summary
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...