Toyota: Anything Goes – How returning to RAV4's roots led to record sales

This case study shows how Toyota's brand, RAV4, re-established its credentials in the SUV category to rejuvenate the declining brand in the Australian automotive industry.

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...

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