TOP TO BOTTOM OFF ROAD by M&C Saatchi Auckland for Toyota

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TOP TO BOTTOM OFF ROAD

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Industry Cars
Media Film
Market New Zealand
Agency M&C Saatchi Auckland
Creative Group Head Slade Gill, Brad Collett
Creative Director Brett Hoskin
Art Director Mark Dalton
Copywriter Mike Gwyther
Designer Ross Davies
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Social Media Marketing Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Social Media Marketing
Advertiser: TOYOTA
Product/Service: FJ CRUISER
Agency: SAATCHI & SAATCHI NEW ZEALAND Auckland, NEW ZEALAND
Advertiser TOYOTA
Product FJ CRUISER
Entrant SAATCHI & SAATCHI NEW ZEALAND Auckland, NEW ZEALAND
Type of Entry: Use of Media
Category: Best Use of Social Media Marketing
Title: TOP TO BOTTOM OFF ROAD
Advertiser/Client: TOYOTA
Product/Service: FJ CRUISER
Entrant Company: SAATCHI & SAATCHI NEW ZEALAND Auckland, NEW ZEALAND
DM/Advertising Agency: SAATCHI & SAATCHI NEW ZEALAND Auckland, NEW ZEALAND
2nd DM/Advertising Agency: AIM Proximity (Clemenger) Wellington, NEW ZEALAND
Media Agency: STARCOM NEW ZEALAND Auckland, NEW ZEALAND

Creative Group Head: Brad Collett (Saatchi & Saatchi)
Creative Group Head: Slade Gill (Saatchi & Saatchi)
Designer: Ross Davies (Saatchi & Saatchi)
NZ Director Of Integrated Production: Heath Davy (Saatchi & Saatchi)
Director Of Strategy: Murray Streets (Saatchi & Saatchi)
Account Director: Luke Farmer (Saatchi & Saatchi)
Senior Account Manager: Emma Guadagni (Saatchi & Saatchi)
Account Executive: Stephanie Evans (Saatchi & Saatchi)
Creative Director: Brett Hoskin (Aim Proximity)
Art Director: Mark Dalton (Aim Proximity)
Copywriter: Mike Gwyther (Aim Proximity)
Interactive Designer: David Buck (Aim Proximity)
Interaction Designer: Timothy Greig (Aim Proximity)
Lead Developer: Mirko May (Aim Proximity)
Backend Developer: Rudi Olckers (Aim Proximity)
General Manager Of Marketing: Neeraj Lala (Toyota New Zealand)
Interactive Marketing: Morgan Dilks (Toyota New Zealand)
Ceo: Alistair Jamison (Starcom)
Media Planner: Toby Yonge (Starcom)



Results


Over 19 days we achieved 2,100,471 post views; with 5,121 people engaged on-site and 9,008 active Facebook fans. We generated $145,144 worth of free media, or six times the amount spent on paid media.

FJ Cruiser sales were 8.9% ahead of target to campaign end. Our client's $250,000 campaign-spend translated into an ROI of 735%, worth nearly $4 million of sales.

The campaign spurred-on an impromptu convoy of over 100 Land Cruisers, Harper Collins published a book about the journey, and a US FJ Cruiser magazine is going 'Bottom to Top' as a follow-on.



Creative Execution


The FJ Cruiser's 'legendary' status called for an idea where the vehicle did something interesting and exciting to engage customers and acquisitions alike. Something that would provide 'real world' proof of its off-road credentials.

Most importantly, we wanted an idea in which people could actively participate, rather than an idea that just told people that FJ is tough, rugged and powerful.

We didn’t want to talk about ‘legendary’. We wanted to show it. And we wanted Kiwis to come along for the ride, experiencing every jump, bump and 40-degree incline with us.

We developed a media-hub that empowered people to 'remote control' the FJ. This created a near-real-time feedback-loop with those interacting: co-ordinating live updates from the FJ, 'Help Marc' suggestions, tweets, video, radio, photos, FJ-community stories, Dealer Checkpoints and GPS data.




Our core objective was to re-invigorate the Land Cruiser brand, and increase projected sales. We would do this by convincing New Zealanders that the new FJ isn't a 'show-pony', but can handle rugged off-roading.

Over the course of 19 days we aimed to:
1. Get existing and potential owners actively engaged in the Land Cruiser brand using the Toyota FJ
2. Convert this into strong consideration, investigation and sales for the Toyota FJ
3. Reconnect the Toyota New Zealand brand to its heartland customers.

The idea of ex-All Black Marc Ellis driving the length of the country, 'Top to Bottom' off-road in the FJ was the easy part. The real task was, 'How?'

Our breakthrough was the decision to recruit 'facebook navigators', who would direct Marc on his journey.