In Australia we don't have that much. As a result, the 'One Way In. One Way Out’ campaign stood out.

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.

- 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's On Demand channel’s most watched content.- After the campaign ended there was a waitlist of approximately 3 months.