Toyota: 4Runner Wilderness Therapy

Car brand Toyota invited owners of its 4Runner model to participate in online encounters with nature to position the brand as the one true off-roading vehicle in the US.

Agency: RAPP Los Angeles

Product Description

We needed to speak to a broad audience of existing Toyota 4Runner owners, handraisers who had expressed interest in the vehicle, and the adventurous at heart who hold a deep affinity and respect for the wild, as well as an itch to explore it. Toyota needed to reach an annual sales goal of 110K and increase market share to 5.3%.

Objective of the Campaign

We positioned 4Runner as the one true off-roading vehicle that enables them to explore and connect with nature. This was a distinctly different strategy to competitor SUV brands that...

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