Toyota - Hilux

Since its launch back in 1968, the Toyota Hilux has become synonymous with New Zealand rural life. By the late 1990s, the brand's dominant position was under threat, as competitors were offering newer models with greater engine power at a lower price.

Toyota - Hilux

Category:Agency:Advertiser:

Sustained SuccessSaatchi & SaatchiToyota

SUMMARY

Since its launch back in 1968, Hilux has become synonymous with New Zealand rural life.

By the late 1990s, the brand's dominant position was under threat. Competitors were offering newer models, with greater engine power at a lower price.

Hilux appointed Saatchi & Saatchi in 1999 to launch the new model it was bringing to market. Targeting a rural sector in the midst of the deepest recession in a decade, the agency focused on highlighting the new model's increased power to show that only the Hilux really...

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