Category

Award

2010 Direct & Sales Promotion

NOTHING SOFT GETS IN

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ClientTOYOTA MOTOR CORPORATION
ProductTOYOTA 4WD RANGE
EntrantSAATCHI & SAATCHI Sydney, AUSTRALIA
Type of EntrySales Promotion: Integrated Campaign
CategoryIntegrated Campaign Led by Promo
TitleNOTHING SOFT GETS IN
Product/ServiceTOYOTA 4WD RANGE
Entrant Company:SAATCHI & SAATCHI Sydney, AUSTRALIA
DM/Advertising Agency:SAATCHI & SAATCHI Sydney, AUSTRALIA
Credits
Name Company Position
Steve Back Saatchi & Saatchi Executive Creative Director
Dave Bowman Saatchi & Saatchi Creative Director
Steve Jackson Saatchi & Saatchi Copywriter
Vince Lagana Saatchi & Saatchi Art Director
Kate Whitfield Saatchi & Saatchi Agency Producer
Tim Bullock Prodigy Films Director
Julianne Shelton Prodigy Films Producer
Ben Court Saatchi & Saatchi Group Business Director
Amy Turnbull Saatchi & Saatchi Business Director
Simon Bird Saatchi & Saatchi Planner
Jeremy De Villiers Saatchi & Saatchi Producer (print)
Simon Jarosz Saatchi & Saatchi Digital creative

Describe the brief from the client:

Defend Toyota's number 1 status in Country Australia, (also known as Outback Australia), by creating immediate and significant sales of the Toyota 4WD range across regional country areas as a direct result of the integrated promotional campaign idea.

Creative Execution:

With 50 years of heritage in rural Australian communites Toyota is the only brand tough enough and respected enough in country areas to have done this promotional campaign idea with any credibility. Original for Toyota because it saw Toyota play the role of official vehicle suppliers of ‘Country Australia Border Security’, proving its credentials through association and shared ‘tough’ values with the fictional task force created. Original for consumers because it was an unexpected and fresh way to re-launch a familiar and trusted brand story, directly in their heartland.

Describe the creative solution to the brief/objective.

We reminded Country Australians that Toyotas are the only 4WDs as tough as they are. We based our promotional idea on a rivalry that exists in local Australian culture. Tough Country Australians think all city people and their possessions are 'soft'. So we created a tough new partner: 'Country Australia Border Security', a task force of country blokes to defend their borders from 'soft' city stuff. Then we sponsored them with Toyota 4WDs, the only vehicles tough enough to get the job done. We built a border post and rolled out an promotional propaganda campaign using a number of existing and unique localised channels.

Describe the results in as much detail as possible.

The 'Country Australia Border Security' promotional idea was so well received by local country consumers that it resulted in an overwhelming response, with sales of new Toyota 4WDs surpassing all targets for the promotional period. Best 4WD sales month in Toyota Australia's history. Toyota Prado sold out, with 2 month waiting list. Best sales month for Toyota HiLux in years. Successfully defended Toyota's number 1 status in Country Australia. And all this after years of drought and during tough economic times.