Al-Futtaim Toyota: Operation White Cruiser

Established SUV marque Toyota Land Cruiser capitalised on the power of community with an Instagram-based activation that helped it win the hearts of young off-roaders in the UAE.

Campaign details

Brand: ToyotaBrand owner: Toyota Motor CorporationEntrant company: AKQA - United Arab EmiratesIdea creation: AKQA DubaiMarket: Middle East & North AfricaSector: AutomotiveMedia channels: Social media, Content marketingBudget: No budget

Executive summary

The Toyota Land Cruiser (LC) had an uphill battle: declining consideration among young 4x4 drivers in the UAE. This once prestigious off-road SUV was now in the shadow of its rival, Nissan Patrol. In its quest to drive interest again, Toyota discovered that brands were neglecting the community’s most influential voices on Instagram:...

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