Toyota
[It runs in the family]
We turned anytime into a time for action
toyota might have a rep for SMART AND EFFICIENT SEDANS, but they also build vehicles that meet a demand for adreneline both on and off the road. SO WHEN THEY CHALLENGED US TO highlight the brand’s most thrilling rides, WE RESPONDED WITH AN ACTION-FUELED CAMPAIGN, FEATURING their family of CARS, TRUCKS AND SUVS TAKING-ON A SERIES OF AUDACIOUS EVERYDAY ADVENTURES.
driver insights inspired us to go to extremes for those who like to be equipped for everything.
Will they ever climb a volcano or outrun an avalanche? Probably not. but we discovered that toyota drivers are the type that want to be prepared for any occasion. So THE CAMPAIGN SHOWCASED AN EXPANSIVE RANGE of vEHICLES AS ONE BRAND, ALIVE WITH ENERGY, ACROSS slick URBAN ROADS AND RUGGED off-road TRAILS. BY PUSHING THE STORYTELLING BEYOND REALITY, WE TOOK PERCEPTIONS OF THE BRAND FROM THE FAMILIAR TO FEARLESS AND SUCCESSFULLY EXPANDED CONSIDERATION BEYOND TOYOTA’S ICONIC SEDANS.
+14% SHIFT IN CONSIDERATION OVER COMPETITORS
+18% LIFT IN PERCEPTION AS “FUN TO DRIVE”
Creative Direction: Seth Rementer, Kevin Samuels
agency: Saatchi & Saatchi