To launch the all-new 2012 Hilux, Toyota New Zealand (via Saatchi & Saatchi New Zealand) has launched a new campaign titled ‘Tougher Than You Can Imagine‘. The idea launched online to the Toyota Facebook community, with the TV breaking during the recent France vs. All Blacks game. The ‘Tougher Than You Can Imagine‘ idea is rolling out across Facebook, YouTube, Print, Outdoor, Point of Sale and TV over the next month, with a participation idea over summer.
Saatchi & Saatchi New Zealand CEO Nicky Bell says, “The campaign is the next expression of the famous Hilux ‘Unbreakable’ positioning that has been fuelled in the past by such great campaigns as ‘Crumpy and Scotty’, ‘Bugger’ and ‘Bulls’. We’re pleased Kiwis are enjoying this as much as they did those.”
Toyota General Manager of Marketing Neeraj Lala said, “The campaign has already been fuelling great Hilux conversations around New Zealand with thousands of hits on YouTube, along with fantastic comments across our social media platforms.”
CREDITS – TOYOTA HILUX TVC
Client – Toyota NZ
Product – Hilux
Title – “Tougher Than You Can Imagine
” For Toyota NZ
General Manager Of Marketing – Neeraj Lala
Marketing Team Leader – Susanne Hardy
For Saatchi & Saatchi NZ
ECD – Antonio Navas
Creative Director – Scott Huebscher
Copywriter – Scott Huebscher
Art Director – Scott Huebscher
Agency Producer – Jane Oak
Group Account Director – Mark Cochrane
Account Director – Luke Farmer
Head of Strategy – Murray Streets
For Production Co., Thick As Thieves
Director: Leo Woodhead
Executive
Producer: Nik Beachman
Producer: Nikki Smith
DOP: Ginny Loane
Production Designer: Kim Jarett
Editor: Peter Sciberras @ The Butchery
Colourist: Pete Ritchie @ Toybox
VFX Supervisors: Damon Duncan, Rhys Dippie and Stefan Coory
About Saatchi & Saatchi
Part of the Publicis Groupe, the 3rd largest communications holding company,
Saatchi & Saatchi’s Network clients include Deutsche Telekom/T-Mobile,
General Mills, Kraft Foods/Cadbury, Mead Johnson, Novartis, Procter & Gamble,
Sony Ericsson, Toyota and VISA Europe.
With 140 offices and over 6000 employees, Saatchi & Saatchi is known for its
outstanding creative ideas that generate powerful emotional connections between
consumers and products.
This is a key element in Lovemarks, Saatchi & Saatchi’s unique methodology
for elevating the status of brands by creating ‘loyalty beyond reason’ and
‘inspirational consumers’.
Saatchi & Saatchi is ‘The Lovemarks Company’.