Toyota Case study HILUX MAN-UP CHALLENGE by DraftFCB Johannesburg

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HILUX MAN-UP CHALLENGE

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Industry Cars
Media Case study
Market South Africa
Agency DraftFCB Johannesburg
Executive Creative Director Brett Morris, James Cloete
Creative Director Kabelo Moshapalo, Tian Van Den Heever Ltd
Art Director Ivor Forrester, Kevin Yong, Lerole Phakoa, Sibusiso Mbatha
Copywriter Sindiwe Mbiko, Liam Galt, Adi Jude
Illustrator Adriaan Jansen Van Vuuren
Released September 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: TOYOTA
Product/Service: HILUX
Agency: DRAFTFCB SOUTH AFRICA
Date of First Appearance: Oct 27 2010
Entry URL: http://www.hiluxmanup.co.za/integrated/
Executive Creative Director: Brett Morris (DraftFCB)
Executive Creative Director: James Cloete (DraftFCB)
Creative Director: Tian van den Heever (DraftFCB)
Creative Director: Kabelo Moshapalo (DraftFCB)
Art Director: Kevin Yong (DraftFCB)
Art Director: Ivor Forrester (DraftFCB)
Art Director: Sibusiso Mbatha (DraftFCB)
Web Designer: Sibusiso Mkhwanazi (DraftFCB)
Copywriter: Sindiwe Mbiko (DraftFCB)
Copywriter: Liam Galt (DraftFCB)
Client Service: Michael Di Terlizzi (DraftFCB)
Client Service: Nicholas Harpur (DraftFCB)
TV Producer: Wakhile Sithole (DraftFCB)
TV and Radio Production: Ayanda Tshabalala (DraftFCB)
Illustrator: Adriaan van Vuuren (DraftFCB)
Junior Web Designer: Nkosana Dube (DraftFCB)
Art Director: Lerole Phakoa (DraftFCB)
Copywriter: Adi Jude (DraftFCB)
Client Service: Julia Bassett-Powell (DraftFCB)
Media placement: TV - DSTC, SuperSport, ETV, Kyknet, SABC 2 and 3, OnTV - 6 November 2010
Media placement: Outdoor - 24 Sites in SA-major cities and routes - November and December 2010
Media placement: Flag Ads, card drops - Car, Complete Golfer, Fly Fisher, SA sports illustrator, Elle, fhm - December 2010 and January 2011
Media placement: Online - Topcar, Popular Mechanics, Online Sports ZA - November 2010 to January 2011
Media placement: Adverts - SA Rugby - December 2010 to January 2011
Media placement: Radio - 702 and Cape Talk, Builders Warehouse - November 2010 to January 2011

Describe the campaign/entry
The objective of the Toyota Hilux Man-Up campaign was to break through the noise and steal some thunder from the imminent launch of the VW Amarok. We needed to maintain the Hilux’s image of toughness and make sure that the toughness of the Hilux rubs off on the driver. This was achieved with a tongue-in-cheek, through-the-line drive to a Man-Up website where South Africans completed and competed in various challenges, on and offline, for Man Points. The prize for the person with the most Man Points at the end of the competition was a kitted out Toyota Hilux.

Describe how the campaign/entry was launched across each channel in the order of implementation
The Toyota Man-Up campaign was launched simultaneously across a number of channels, with all the communication driving the consumer to the Man-Up website. The website went live at the beginning of November, with outdoor and radio launching on the same day. TV followed a few days later on the 6th of November. Over the following months, TV, radio and web content was continuously refreshed and further media touch points were added; including web banners, print and press ads, magazine card drops, emailers, dealership posters and live activations.

Give some idea of how successful this campaign/entry was with both client and consumer
The Hilux Man-Up campaign’s success was unprecedented in relation to the original campaign objectives. We wanted to achieve 8,000 registrations on the Man-Up website and ended up with 24,808 registrations at the end of the campaign, as well as 19,787 unique uploads from users to the website. There were also 1,073 Hilux test-drives taken- higher than any other Toyota competition has generated to date. On top of greatly expanding Toyota’s consumer database, the Man Up campaign successfully reminded South Africa that the Toyota Hilux was still THE vehicle for the real man.