Take Toyota Hilux’s brand promise “Unbreakable” to a new generation of consumers.Encourage these consumers to visit the showroom and/or arrange a test drive.

Develop a screensaver, using the motion sensor built into the latest generation of laptops, to deliver a truly interactive experience and demonstrate the “unbreakability” of the 2008 Hilux.Distribute this to a database of potential Hilux buyers, and encourage them to forward it onto their friends.This allowed users to click through and arrange a test drive at their local dealership.

Marked increase (above 60% in some areas) in Hilux enquiries reported by dealerships.Corresponding increase in actual test drives.Informal dealer feedback described the campaign as “compelling”, “entertaining”, “very engaging” and “really helps to reinforce that a Hilux is unbreakable”.