Campaign details
Agency: BWM Dentsu SydneyAdvertiser: ToyotaCategory: Other consumer goods
Executive Summary
When Toyota RAV4 launched in 1994, it was a disruptive challenger, pioneering the Compact SUV Segment. Twenty years on, it had become a victim of its success, market share was in decline and the segment was facing stagnation. This is the story of a remarkable turnaround via a bold strategy which reconnected a brand with its roots to attract an entire new generation of drivers. In a segment that declined by 18% YOY during the campaign, RAV4 grew private sales, broke its sales...