Toyota Promo, Case study ONE WAY IN. ONE WAY OUT. by Saatchi & Saatchi Sydney

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ONE WAY IN. ONE WAY OUT.

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Industry Cars
Media Promo & PR, Case study
Market Australia
Agency Saatchi & Saatchi Sydney
Director Jeff Zwart
Executive Creative Director Steve Back, Deputy Creative Director
Creative Director Steve Jackson
Art Director V Wassim Kanaan
Copywriter Nick Marzano
Producer Johnny Greally, Ian Fowler
Photographer Simon Davidson
Released January 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: TOYOTA MOTOR CORPORATION AUSTRALIA
Product/Service: TOYOTA FJ CRUISER
Agency: SAATCHI & SAATCHI AUSTRALIA
Media Agency: THE MEDIA STORE, Sydney, AUSTRALIA
Executive Creative Director: Steve Back (Saatchi & Saatchi Australia)
Creative Director: Steve Jackson (Saatchi & Saatchi Australia)
Art Director: Wassim Kanaan (Saatchi & Saatchi Australia)
Copywriter: Nick Marzano (Saatchi & Saatchi Australia)
Print and Outdoor Art Director: Simon Cox (Saatchi & Saatchi Australia)
Print and Outdoor Copywriter: Jon Burden (Saatchi & Saatchi Australia)
Agency Producers: Llew Griffiths, Danielle Senecky, Susan David (Saatchi & Saatchi Australia)
Group Business Director: Ben Court (Saatchi & Saatchi Australia)
Senior Business Director: Amy Turnbull (Saatchi & Saatchi Australia)
Business Executive: Kate Bostock (Saatchi & Saatchi Australia)
Production Company: @radical.media (@radical.media)
Director: Jeff Zwart (@radical.media)
Producer: Ian Fowler/Johnny Greally (@radical.media)
Post Production: Heckler (Heckler)
Photographer: Simon Davidson (Luckyjac)
Sound Design: Songzu (Songzu)
Division Manager, Marketing: Scott Thompson (Toyota Motor Corporation Australia)
Advertising Manager, Marketing: Adrian Weimers (Toyota Motor Corporation Australia)
Manager, Advertising Commercial Vehicles: Noni Rosengren (Toyota Motor Corporation Australia)
Media placement: Documentary - Foxtel, Online - 29 May 2011
Media placement: Webisodes - YouTube, Toyota Website, Yahoo7 Banzai - 27 March 2011
Media placement: TVC Campaign - Metro, Regional, Fox Sports, Fox B, Comedy Channel - 20 March 2011
Media placement: Print Including Advertorials - 4x4 Australia, 4WD Action, Overlander, Qantas, Alpha, GQ, Men’s Health, APC, Top Gear. - 3 April 2011
Media placement: Online Campaign - Yahoo 7, Banzai, AFL/NRL Dreamteam - 14th March 2011
Media placement: Outdoor - HQ Site (Sydney And Melbourne) - 11 April 2011
Media placement: Dealership DVD - Toyota Dealerships - 20 March 2011

Insights, Strategy & the Idea
Objective: Launch the Toyota FJ Cruiser in Australia and prove its extreme 4x4 capabilities. Even under the harshest conditions.

Insight: A tough country needs a tough 4x4.

Target: Male audience that want a tough 4x4. Not a toy.

Creative Execution
When you get lost in the middle of Australia, chances are you'll never be seen again. You'd have to be nuts going out there not knowing how to get back. To test the toughness and reliability of the new Toyota FJ Cruiser, we dropped two city boys in the middle of nowhere.

The idea was to create content online and broadcast content that allowed Australia to follow their journey back to civilisation in an FJ.

The content was supported via broadcast, online, iPad editorial, print, outdoor and DVDs.

Results and Effectiveness
- The content reached approximately 2,464,000 people in total.
- Online content reached 324,000 viewers during a 3 month period.
- The highest selling all-new SUV in 2011.
- Foxtel OnDemand Channel’s most watched content.
- After the campaign ended there was a waitlist of approximately 3 months.