Titanium > Titanium and Integrated
FJ CRUISER INTEGRATED LAUNCH
SAATCHI & SAATCHI LOS ANGELES, Los Angeles / TOYOTA / 2007
Awards:
Overview
Credits
Overview
CampaignDescription
Positioned as a vehicle of “authentic capability," the new FJ Cruiser targeted a very slim but very important group; the hardcore 4x4 enthusiasts.We went after this critical audience via four mediums: print, online, mobile and long form. In print and online, we disassembled the vehicle, utilizing gritty black and white photography and illustrations. We created a long form piece that followed a pro and amateur team as they prepped and raced in the Baja 1000 (this show continues to run on the Speed Channel). And we utilized our long form assets both online and in the mobile space.
Implementation
We launched the FJ with a series of very descriptive print ads and a deep, informative web site. The ads were printed on a heavy stock, with a perforation and a three hole guide to inspire collecting, and placed in hard core 4x4 publications. The web site “illustrated”, through motion, graphics and v/o, the FJ’s abilities. We followed these two efforts with the creation and execution of a long form television show, “Two Roads to Baja”, which tracked the efforts of two race teams, one pro, one amateur, in the Baja 1000. We then utilized the assets generated from the long form shoot in the online and mobile space.
Relevancy
The FJ, at launch, was in danger of being positioned as a poser, an “urban” vehicle. Fortunately, wiser heads prevailed and we were given the chance to leverage the incredible legacy that the FJ possessed, that of an extraordinarily capable 4x4.
This gritty approach proved successful. FJ’s '06 sales goals were 46,000. 56,225 were delivered, 22% above the goal. In the trenches, readers were asking magazines for copies of the ads, a first for these obscure, hardcore 4x4 publications. Our long form piece, “Two Roads to Baja” is a TV phenomenon, with ratings rising with each airing. Most importantly, Toyota has called the FJ launch “marketing magic”.
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