Cannes Lions

TOYOTA HIGHLANDER

AIM PROXIMITY, Auckland / TOYOTA / 2005

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Overview

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Credits

Overview

Description

We built a concept around the theme of 'smoothness' - Highlander’s key benefit, and created something our predominantly male audience would instantly recognise - a power tool case. The tool case provided an engaging way to package key information about Highlander plus the special Highlander test drive offer. The 'smoothness' theme was also carried through to the test drive offer – everyone who took a test drive received a free orbital sander.The power tool case was followed up with a 'Still time to smooth’ postcard which served as a simple reminder about the sander.

Outcome

The New Zealand new vehicle market is dominated by fleet vehicle sales. Highlander is not a fleet vehicle - we needed to grab the attention of private drivers. We set a target response rate of 1% for test drives. The result has exceeded this - our Highlander mailings have not only turned heads, but most importantly created test drives with a 2.04% response rate. Toyota Dealers have noted that our creative approach has definitely impressed upon prospects the smooth handling of Highlander – something prospects weren’t aware of before.

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