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TOYOTA HILUX: Toyota Hilux Motion
| See full size 1024x768 px | |
| Released: | May 2008 |
| Advertiser: | TOYOTA  |
| Brand name: | TOYOTA HILUX |
| Agency: | SAATCHI & SAATCHI NEW ZEALAND |
| Country: | New Zealand |
| Category: |
Cars
|
| Awards: |
Cannes Lions 2008 Direct Bronze
|
| Tags: |
Screensaver
Case study
Cannes 2008
|
Credits:
Type Of Entry: Product & Service
Category: Cars & Automotive Services
Title: TOYOTA HILUX MOTION
Advertiser/Client: TOYOTA
Product/Service: TOYOTA HILUX
Advertising Agency, City: SAATCHI & SAATCHI NZ, Auckland
Country: NEW ZEALAND
DM/Advertising Agency, City: SAATCHI & SAATCHI NZ, Auckland
Country: NEW ZEALAND
Category: Cars & Automotive Services
Title: TOYOTA HILUX MOTION
Advertiser/Client: TOYOTA
Product/Service: TOYOTA HILUX
Advertising Agency, City: SAATCHI & SAATCHI NZ, Auckland
Country: NEW ZEALAND
DM/Advertising Agency, City: SAATCHI & SAATCHI NZ, Auckland
Country: NEW ZEALAND
Credit Details:
| Name | Position | Company |
| Mike O`Sullivan | Executive Creative Director | S&S NZ |
| Rob Beamish | Creative | S&S NZ |
| Hilary Badger | Creative | S&S NZ |
| Stephen De Wolf | Creative | S&S NZ |
| Liz Knox | Producer | S&S NZ |
| Dominic Henshall | Account Director | S&S NZ |
| Aaron Dustin | Interactive Creative Director | S&S NZ |
| Matthew Visser | Interactive Developer | S&S NZ |
Brief:
Take Toyota Hilux's brand promise"Unbreakable" to a new generation of consumers. Encourage these consumers to visit the showroom and/or arrange a test drive.
Solution:
Develop a screensaver, using the motion sensor built into the latest generation of laptops, to deliver a truly interactive experience and demonstrate the "unbreakability" of the 2008 Hilux. Distribute this to a database of potential Hilux buyers, and encourage them to forward it onto their friends. This allowed users to click through and arrange a test drive at their local dealership.
Results:
Marked increase (above 60% in some areas) in Hilux enquiries reported by dealerships. Corresponding increase in actual test drives. Informal dealer feedback described the campaign as "compelling", "entertaining", "very engaging" and "really helps to reinforce that a Hilux is unbreakable".