NOTHING SOFT GETS IN by Saatchi & Saatchi Sydney for Toyota

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NOTHING SOFT GETS IN

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Industry Cars
Media Promo & PR
Market Australia
Agency Saatchi & Saatchi Sydney
Director Tim Bullock
Executive Creative Director Steve Back, Deputy Creative Director
Creative Director Dave Bowman
Art Director Vince Lagana
Copywriter Steve Jackson
Producer Julianne Shelton
Released September 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: TOYOTA MOTOR
Product/Service: TOYOTA 4WD RANGE
Agency: SAATCHI & SAATCHI
Date of First Appearance: Sep 24 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI, Sydney, AUSTRALIA
Executive Creative Director: Steve Back (Saatchi & Saatchi)
Creative Director: Dave Bowman (Saatchi & Saatchi)
Copywriter: Steve Jackson (Saatchi & Saatchi)
Art Director: Vince Lagana (Saatchi & Saatchi)
Agency Producer: Kate Whitfield (Saatchi & Saatchi)
Director: Tim Bullock (Prodigy Films)
Producer: Julianne Shelton (Prodigy Films)
Group Business Director: Ben Court (Saatchi & Saatchi)
Business Director: Amy Turnbull (Saatchi & Saatchi)
Producer (print): Jeremy De Villiers (Saatchi & Saatchi)
Planner: Simon Bird (Saatchi & Saatchi)
Media placement: Outdoor - Roadside billboards - 24/9/2009
Media placement: Direct Mail handouts - Tourist information centres and country gas stations - 24/9/2009
Media placement: Flyer - Car windscreens - 24/9/2009
Media placement: Newsletter - Dealerships/door drops - 24/9/2009
Media placement: Television - Regional TV stations - 24/9/2009
Media placement: Large scale ambient - Main country highway - 24/9/2009
Media placement: Magazine/press - Drivers' World/Overlander - November '09
Media placement: Posters - POS - 24/9/2009
Media placement: Website - Internet - 24/9/2009

Describe the objective of the promotion.
Defend Toyota’s number 1 status in Country Australia, (also known as Outback Australia), by creating immediate and significant sales of the Toyota 4WD range across regional country areas as a direct result of the integrated promotional campaign idea.

Describe how the promotion developed from concept to implementation
We reminded Country Australians that Toyotas are the only 4WDs as tough as they are. We based our promotional idea on a rivalry that exists in local Australian culture. Tough Country Australians think city people are ‘soft’. So we created a tough new partner: ‘Country Australia Border Security”, a task force of country blokes to defend their borders from ‘soft’ city stuff. Then we sponsored them with Toyota 4WDs, the only vehicles tough enough to get the job done. We built a border post and rolled out an promotional propaganda campaign using a number of existing and unique localised channels.

Describe the success of the promotion with both client and consumer including some quantifiable results
The ‘Country Australia Border Security’ promotional idea was so well received by local country consumers that it resulted in an overwhelming response, with sales of new Toyota 4WDs surpassing all targets for the promotional period. Best 4WD sales month in Toyota Australia’s history. Toyota Prado sold out, with 2 month waiting list. Best sales month for Toyota HiLux in years. Successfully defended Toyota’s number 1 status in Country Australia. And all this after years of drought and during tough economic times.

Explain why the method of promotion was most relevant to the product or service
Toyota has 50 years of heritage in rural Australian communities, and a reputation as the only 4WD brand tough enough for Australia’s country areas. So it makes sense the unofficial 4WDs of Country Australia became the official 4WDs of Country Australia, helping to protect the tough way of life. In fact, Toyota is the only brand tough enough and respected enough in country areas to have done this promotional campaign idea with any credibility.