Entry deadlines for the 2013 Media Federation Awards are fast approaching. Download the entry kit here. Check out TMS' winning entry from last year, "FJ Cruiser. Unknown car! Shrinking category! Increasing petrol prices! Tsunami!".
CATEGORY: Automotive
CLIENT: Toyota
2012 WINNING CAMPAIGN: "FJ Cruiser. Unknown car! Shrinking category! Increasing petrol prices! Tsunami!"
AGENCY: TMS
COLLABORATING PARTNERS: Saatchi & Saatchi, SMG Red
Launched in the aftermath of the Japanese tsunami in late March 2011, Toyota's FJ Cruiser was suffering a lack of brand awareness in Australia. The retro style of the modern FJ Cruiser was modelled on the vintage 1960's FJ Cruiser, and Toyota hoped to harness the 'legendary tale' of the old 4WD for their contemporary target audiences, namely urban professionals and 4WD enthusiasts.
Toyota set hard targets of increasing awareness by 10% and aimed to outperform rival Jeep Cherokee on conversion of awareness to desirability. There was also a need to tackle perceptions in the 4WD community that the FJ Cruiser was a 'toy' rather than a tough 4WD.
In the campaign, two representatives of the FJ Cruiser's target markets - an urban professional and a 4WD enthusiast - who didn't know each other - were dropped into the South Australian wilderness under taglines 'One Way In' (helicopter) and 'One Way Out' (FJ).
Various content formats showcasing the car's adventures were produced, including two-minute videos, a 30-minute documentary, 30- and 60-second TV commercials, smartphone and tablet extensions and a feature-length documentary. The full-length documentary was made available via Foxtel's On Demand and Green Button service for highly-targeted audiences.
The documentary was watched by more than 120,000 people, and FJ Cruiser website traffic growth was five times what was expected by Toyota for the
campaign. FJ Cruiser awareness grew by 18%, and despite stock shortages, sales targets were exceeded by 171%.
The FJ Cruiser's 4WD creditionals were cemented by winning 4x4 Australia magazine's '4x4 Of The Year' title.
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