Spikes Asia

Anything Goes

BWM DENTSU, Sydney / TOYOTA / 2016

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Overview

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Credits

Overview

Background

RAV4 had blazed a trail for the compact SUV segment since its launch. The brands heritage was incredibly potent – everyone remembered the older RAV4s as zippy, 2 door cars, perfect for little getaways – but this was a double edged sword, as heritage was the dominant factor driving RAV4s desirability.

Today, the reality was a little different. RAVs success had been imitated in terms of product and brand by a fast following category. RAV was being squeezed from above by Mazda on style and below by Hyundai on value. RAV was stuck in the middle – not a good place to be for the image conscious SUV considerer. Our task was simple – lead the category again, re-establishing RAV4 as the lighthouse brand of the segment, reinvigorated with a new sense of purpose and a new look.

Execution

Through sophisticated targeting, we focused our digital media on consumers in the ‘Early Consideration phase’ of the purchase funnel. A 10-week program of social videos, filtered through platforms like Facebook and Instagram - as well as online pre-rolls, which ran simultaneously to maximise cut-through and create a digital roadblock. This lead to a highly efficient use of media spend, and successfully stepped considerers through to more detailed information, often resulting in them advancing next stage of the purchase decision process.

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